Roku recruits Nielsen, comScore and more into audience measurement program

Roku Channel
Roku is launching the Measurement Partner Program with 11 partners. (Roku)

Roku is teaming up with 11 partners including Nielsen and comScore to establish a Measurement Partner Program and give marketers more insights on OTT ad campaigns.

Besides Nielsen and comScore, the program is also partnering with ResearchNow, Nielsen Catalina Solutions, Acxiom, Experian, Oracle Data Cloud, Kantar, Placed, Factual and Polk. The partners will be contributing data including audience demographics, brand awareness, store visits, website visits and sales increases, and will be included within the Roku Ad Framework, an open platform that uses Roku’s proprietary data.

As an example of the Measurement Partner Program at work, Roku said Jack in the Box worked with Placed to determine that their Roku ad campaign drove more than 164,000 store visits from December 2017 through February 2018, and that 43% of those visits came from new customers.

“As OTT becomes a larger share of their annual ad spend, brands are actively seeking trusted third-party measurement,” said Dan Robbins, director of ad and programming research at Roku, in a statement. “Roku is committed to providing an open ad platform that ensures marketers have a wide variety of tools and standards to benchmark against.”

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The program will expand measurement capabilities for Roku’s OTT platform, which had already integrated Nielsen Digital Ad Ratings and offers Ad Insights, a measurement suite using Roku’s first-party data to measure campaign reach and effectiveness across linear TV and OTT.

The new partnership program comes after Roku announced Audience Marketplace, which will allow advertising buyers and sellers to target audiences on the Roku platform in the U.S., this summer.

The new ad exchange will offer Roku’s first-party data and proprietary ad technology to let publishers sell targeted audiences on the Roku platform to advertisers. Roku said Audience Marketplace will offer both programmatic and traditional direct selling methods.

“The business of streaming is winning—both in the minds of consumers and advertisers,” said Seth Walters, Roku's VP of demand partnerships. “As the industry’s leading TV streaming platform, we’re well-positioned to empower our publishers to unlock the full potential of OTT advertising and help them to meet the needs of brands and consumers.”