Roku Is Introducing an OTT Advertising Measurement Service

Marketers are getting a way to quantify their investment

As TV viewing habits continue to change significantly, marketers are searching for other ways to engage with these fragmented audiences. For instance, more and more marketers are shifting a large chunk of their advertising budget to over-the-top, or OTT, services which draw a growing number of viewers away from traditional TV, particularly those from the younger demos advertisers covet.

But the marketers who are moving a significant amount of their ad spend to OTT want help quantifying how effective their ad campaigns are and a way to validate results.

And

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