Digitaltveurope.com

Roku launched a new Ad Insights Suite, designed to help marketers to plan over-the-top (OTT) ad investments and measure campaign reach across linear and OTT.

The Ad Insights use first-party Roku data and take into consideration the linear and streaming viewing habits of millions of active accounts across billions of streaming hours.

“With our rich first-party data, robust OS and relationships with our consumers we are in a unique position to continue to make meaningful advances in OTT measurement,” said Scott Rosenberg, general manager of platform business at Roku.

“Our investment in new measurement tools reflects our strong commitment to helping brands fully leverage the benefits of OTT advertising.”

The Roku Ad Insights Suite includes: campaign reach insights by demographic segments across linear TV, OTT, desktop and mobile; tune-in insights to measure the effectiveness of content promotions; cord cutter insights to measure campaigns delivered to Roku users who don’t take pay TV; and on-device surveys.

Roku uses Nielsen Digital Ad Ratings and collaborates with research providers such as Experian, Kantar Millward Brown, Oracle Data Cloud, Placed, and others to provide third-party measurement.