Future of TV: Q&A with Roku’s Sarah Harms on Streaming Ad Measurement

The TV and streaming advertising upfront market is coming up fast this year. It’s always a big annual event where major deals are made. As we gear up for this, a key factor to consider is the measurement side of the marketplace. This helps determine how effective ads are and where improvements can be made.

Roku, a popular CTV platform, holds a unique position in providing data for newer measurement systems. Sarah Harms, Roku’s vp of ad marketing and measurement, is an expert in this area. I recently had the chance to chat with her about the streaming ad measurement landscape.

Roku recently announced the Roku Data Cloud at CES, which compiles data from their 90 million households. This data, which comes from all logged-in and direct relationships, is used to enhance measurement and inform strategy. While Roku works with preferred measurement partners, such as iSpot, they also see the value in providing their own data to help fill in any gaps.

Roku’s size and scale give them a strong position in the streaming world. They offer deterministic data at the operating system level, in addition to being a streaming channel. This unique position allows them to play a key role in the shift from traditional linear TV to streaming.

Despite their significant presence in the industry, Roku is not currently a member of the U.S. Joint Industry Committee. This is due to the complexities of their role as a publisher, operating system, and major player in the U.S. market. However, Roku is open to exploring partnership opportunities in the future.

Roku’s partnership with iSpot, announced last April, marked iSpot as the preferred measurement partner for Roku. This collaboration allows advertisers to use iSpot data to inform their campaigns and improve their methodologies. While advertisers can use iSpot as a measurement currency for Roku inventory, it ultimately comes down to their own preferences.

As the TV and streaming landscape continues to evolve, measurement strategies will play a crucial role in shaping the future of advertising. Roku’s innovative approach to data and partnerships positions them as a key player in this ever-changing industry.