Roku, Inc. announced an expanded measurement partnership with iSpot.tv. The first-of-its-kind arrangement is multifold, with each company sharing measurement capabilities to drive innovation, opportunity, and advertiser value within the broader streaming TV ecosystem. As part of the expanded partnership, iSpot will become a preferred third-party measurement partner for Roku, offering direct and programmatic advertisers fast, reliable metrics that demonstrate the unique reach, frequency, verified ad exposures, and outcomes delivered across ads running on the Roku platform.

In addition, iSpot will integrate Roku's Advertising Watermark to validate the authenticity of video ad inventory originating on the Roku platform. iSpot will gain access to Roku's exclusive, authenticated audience information. These assets will strengthen iSpot's ability to connect audiences deterministically across linear TV and streaming on Roku.

The partnership will bolster iSpot Data Connect, its next-generation audience measurement infrastructure, which powers currency and outcome measurement for the industry. Together, Roku and iSpot will ensure streaming TV ads are measured fairly and accurately, to improve performance and measurement for advertisers running on the Roku platform, while helping iSpot's customers make better purchasing decisions across the entire video marketplace. The partnership will also open the ability for marketers to measure accurately Roku's advanced ad formats that span beyond video, such as Roku City brand integrations and Roku Marquee ads.

With audiences from Roku eventually scaled across all iSpot measurement products, the broader streaming TV marketplace - including agencies, brands, and media sellers - will benefit from precise, streaming-centric measurement to capitalize on the opportunity that exists for CTV.