Roku Becomes First Major Streamer To Use ISpot’s Outcomes-Based Metric In Bid To Improve Ad Targeting

Roku will be the first major streamer to use measurement firm iSpot‘s Outcomes at Scale metric as the companies look to improve targeting for advertisers.

The partnership was announced Tuesday at CES.

The two companies had already been working together formally since the spring of 2024. The expanded partnership is in line with a major trend at CES and in the broader advertising business. AI is enabling more precise targeting of ads, which both platforms and ad buyers see as a way to improve the viewer experience as well as results for brands.

Roku is a leading gateway for streaming, reaching more than 90 million U.S. households as of last year. While the company does not break out ad revenue, it is a primary component of what it calls “platform revenue,” which is expected to make up the bulk of the projected $4.7 billion in total revenue for 2025.

The partnership with iSpot will allow advertisers to use iSpot-attributed outcomes to track ROI and adjust creative strategies. An early test with home security firm SimpliSafe yielded a 23% increase in leads and a 31% increase in website visits, the companies said.

“This deeper integration with Roku marks a key moment for outcome-based streaming,” said Stuart Schwartzapfel, EVP of Media Partnerships, iSpot, adding that ad buyers will “gain new levels of efficiency and ROI directly on the Roku platform.” 

The expanded partnership with iSpot represents an important step in our mission to give advertisers the most effective and measurable streaming advertising solutions,” said Miles Fisher, Senior Director, Strategic Advertising Partnerships, Roku. “By integrating iSpot’s attribution directly into our optimization algorithms, we’re enabling brands to achieve even stronger outcomes on the Roku platform.”