Roku announced that it has expanded its partnership with iSpot to embed iSpot’s Outcomes at Scale product into its advertising platform, giving advertisers the ability to measure and optimize for real‑world actions such as leads and website visits rather than just impressions or clicks.
The expansion builds on a spring 2024 collaboration that introduced iSpot’s TV‑ad impression data to Roku’s platform. In that initial phase, Roku and iSpot integrated real‑time viewability and frequency data, enabling advertisers to see how many viewers actually watched a commercial. The new phase adds outcome‑based attribution, allowing advertisers to tie ad spend directly to measurable business results and to adjust bids in real time based on those results.
Technically, iSpot’s data feeds into Roku’s ad server through a secure API that streams attribution signals back to the platform. Advertisers can now set campaign objectives that target specific conversion events, and Roku’s bidding algorithms automatically prioritize inventory that historically drives those outcomes. The integration also provides a unified reporting dashboard that aggregates impression, viewability, and outcome data in a single view for campaign managers.
The move comes as the connected‑TV (CTV) advertising market continues to grow, with advertisers reallocating budgets from linear TV to digital platforms that offer greater transparency and accountability. By offering outcome‑based measurement, Roku positions itself as a more compelling partner for brands that demand demonstrable ROI, potentially increasing advertiser spend on its inventory and strengthening its competitive edge against other CTV platforms such as Amazon Fire TV, Apple TV, and Google TV.
Industry analysts note that the partnership aligns with a broader trend toward performance‑based advertising. Advertisers are increasingly willing to pay a premium for data that links ad exposure to tangible actions, and Roku’s new capability could help it capture a larger share of the CTV ad spend that is expected to reach $30 billion by 2028. The partnership also signals Roku’s commitment to investing in technology that differentiates its platform in a crowded marketplace.
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