Roku and INCRMNTAL have announced a strategic partnership aimed at giving marketers deeper insights into Connected TV (CTV) advertising performance. By integrating INCRMNTAL’s advanced incrementality measurement capabilities with Roku Ads Manager, advertisers can now access real-time data to gauge the direct revenue impact of their CTV ad investments.
Addressing the Challenges of CTV Performance Measurement
As audiences continue to shift to streaming, television advertising is evolving to function more like digital ads on mobile and desktop platforms. However, the challenge remains: when conversions occur on secondary devices, it becomes difficult to measure return on investment (ROI) as accurately as direct-response ads on search and social platforms.
To bridge this gap, Roku has partnered with INCRMNTAL, leveraging its AI-driven analytics to provide a more comprehensive view of CTV campaign effectiveness within Roku Ads Manager. This collaboration aims to help advertisers understand the full impact of their streaming TV investments.
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How the Integration Works
INCRMNTAL’s platform assesses CTV ad performance by analyzing changes in marketing spend and activity over time against aggregated advertiser funnel metrics. By applying a proprietary AI model, INCRMNTAL isolates key relationships between datasets without relying on user-level tracking. This statistical approach quantifies the incremental effect of CTV campaigns while maintaining data privacy and avoiding the limitations of last-touch attribution models.
“Historically, measuring the impact of our streaming TV efforts has been challenging. With INCRMNTAL, we now have a clearer view of the value our Roku campaigns deliver, giving us the confidence to scale them,” said Nathan Johnson, Paid Acquisition Manager at Acorns.
Setting New Standards in CTV Advertising
By integrating INCRMNTAL’s measurement technology with Roku Ads Manager, advertisers gain a clearer, data-driven understanding of their CTV ad performance. This partnership represents a step forward in establishing industry benchmarks for transparent and measurable CTV advertising, ensuring marketers can optimize their campaigns with confidence.