Roku and INCRMNTAL are partnering to provide marketers a clear view of CTV performance. By utilising INCRMNTAL’s advanced incrementality measurement with Roku Ads Manager, advertisers can unlock real-time insights into the revenue impact of their ad spend.

Roku says it has partnered with INCRMNTAL to demonstrate the full influence of its self-service, CTV performance solution, Roku Ads Manager.

INCRMNTAL measures performance on CTV by analysing shifts in spend and marketing activities over time compared to aggregated funnel metrics provided by the advertiser. Using an AI model to isolate the relationships between data sets without relying on user-level data, the platform quantifies the incremental impact of CTV campaigns using a statistical inference model. INCRMNTAL’s statistical approach to measurement removes the need to share user level data, while also avoiding the challenges with a last touch attribution approach.

“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,” commented Nathan Johnson, Paid Acquisition Manager at Acorns.

By utilising INCRMNTAL’s measurement with Roku Ads Manager, advertisers can have greater visibility into the effectiveness of their CTV campaigns. Together, Roku and INCRMNTAL say they are working to set new benchmarks for measurable, data-driven advertising in the CTV space.

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Tags: advertising, CTV, roku