Roku wants to give advertisers a new way to determine whether their commercials are truly helping drive purchases and other valuable customer actions.
The company, which helps consumers stream more of their favorite shows, announced Roku Curate on Monday. It’s a new service that gives advertisers new access to different types of first-party data that can help them track so-called “outcomes,” or specific actions consumers take after seeing a commercial.
“This is a way for agencies and brands to understand the value of quality inventory, count it as an upfront payment, and know what they’re buying in a clearly transparent way,” Miles Fisher, Roku’s senior director of strategic advertising partnerships, said in a recent interview.
Roku Curate provides a premium data infrastructure that includes electronics shopper purchase and browsing data from Best Buy Ads. Measurements related to ticket purchases and entertainment content discovery from Fandango. Shopping and browsing data from Criteo. Retail purchase data from Fetch. Purchase information from Kroger Precision Marketing. Consumer shopping data from Instacart.
“Instacart understands what consumers buy at the moment of decision-making, giving brands a unique and powerful signal to drive measurable CTV results,” Tim Castelli, Instacart’s vice president of global advertising sales, said in a prepared statement. “Roku’s scale combined with Best Buy’s first-party data and comprehensive measurement capabilities provides clear visibility into downstream impact, driving awareness and consideration,” Lisa Valentino, president of Best Buy Ads, said in a statement.
Roku believes this new offer will foster more direct relationships with advertisers now that more marketers and agencies have access to so-called “programmatic advertising,” or video inventory sold on terms set by algorithms.
“What we’re hearing from our customers and advertisers is that they want to partner directly with media companies that have quality inventory,” Fisher said. “They also want to work with high-quality data assets.”
