It’s a move that provides advertisers with a more complete view of how audiences move across streaming and other channels. And, it sees a data integration agreement come to fruition for Roku and Horizon Media.
Roku TV data will be integrated into HorizonOS’ Blu marketing intelligence platform, as part of a partnership the companies believe addresses a central challenge in Connected TV.
“As viewing continues to fragment across platforms and services, marketers need more than reach estimates to understand which audiences saw a campaign, where exposure happened and how those insights should shape the next media decision,” FOX-owned Roku notes. “Roku’s device-level TV data will help Horizon and its clients inform cross-channel planning, identify high-value inventory before campaigns launch and improve campaign optimization.”
The integration is expected to be fully available in Blu this fall, with Roku VP of Global Agency Partnerships Sal Candela leading the initiative.
And, Roku notes, the integration comes as Connected TV grows into further prominence in the video consumption landscape, as total viewers are expected to reach 248 million by 2027.
“This growth is exciting, but also raises the stakes for marketers to overcome fragmentation and find their audiences across hundreds of streaming services,” Roku says.
