Key Points
- Roku has launched Roku Curate to bundle audience data and premium CTV inventory into ready-to-buy ad packages.
- The offering aims to simplify campaign execution by reducing fragmentation and complexity in the connected TV marketplace.
- Partnerships with firms like Instacart and Best Buy Ads enable closed-loop attribution tied to real-world sales, Roku said.
Roku is introducing a new product called Roku Curate that aims to simplify how advertisers access data and premium connected television (CTV) inventory across its platform and those of its partners.
Roku Curate is positioned as a solution that bundles high-value audience data with ad inventory into ready-to-buy packages, allowing advertisers to execute campaigns more directly and measure business results with greater precision, the company said on Monday.
The new offering is intended to address longstanding challenges in the connected TV marketplace, where audience data is widely available but often fragmented across platforms, Roku said in an announcement. Advertisers are frequently forced to balance scale, accuracy and usability, particularly when working within so-called “walled gardens” that limit interoperability, the company claimed.
Roku Curate combines proprietary platform insights — including how users engage with content — with purchase-based data from third-party partners. The resulting packages can be activated and measured through existing buying workflows, which Roku said reduces operational complexity and intermediary costs.
“The goal of Roku Curate is simple: enable buyers to access the best of Roku and partner data, with the scale and performance of premium CTV,” said Miles Fisher, the Senior Director of Strategic Advertising Partnerships at Roku. “Roku Curate allows buyers to work directly with Roku while removing the technical complexity of audience curation.”
Campaigns executed through Roku Curate will count toward upfront commitments, a key consideration for large advertisers allocating budgets across the TV ecosystem, Roku affirmed.
The platform is powered in part by Magnite’s SpringServe ad server and Roku’s own exchange infrastructure, which the company said is designed to support a more outcomes-driven approach to TV advertising by integrating data, scale and measurement into a single system.
At launch, Roku Curate includes partnerships with several retail and commerce data providers, reflecting a broader industry shift toward closed-loop measurement and purchase attribution.
Among the initial partners are Best Buy Ads, which will allow advertisers to target electronics shoppers using purchase and browsing data, with the ability to measure both in-store and online sales impact. Lisa Valentino, the President of Best Buy Ads, said the partnership supports a full-funnel strategy that links awareness and conversion through measurable outcomes.
Another partner, Instacart, will provide purchase-based audience segments derived from activity across more than 2,200 retail banners, with closed-loop attribution connecting ad exposure to sales. Tim Castelli, the Vice President of Global Advertising Sales at Instacart, said the integration enables brands to reach consumers at the point of purchase decision and tie campaigns directly to performance.
Other partners include Criteo, Fandango, Fetch and Kroger Precision Marketing, each contributing commerce or behavioral datasets tied to real-world transactions.
The introduction of Roku Curate comes as advertisers increasingly demand measurable outcomes from streaming campaigns, moving beyond traditional metrics like reach and frequency. By integrating purchase data directly into campaign planning and execution, Roku is hoping to position its platform as a more performance-oriented channel within the broader TV advertising market.
Roku said the new offering is available immediately to advertisers working within its ecosystem.
