Roku and Incrmntal Announce Partnership to Unlock CTV Performance

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

Digital natives are taking to television in the streaming era, where ad serving on TV now works more like our phones and desktops. But when most conversions take place on second screens, there are minimal standards for measuring the ROI compared to the same device, direct response ads on search and social. That is why Roku partnered with INCRMNTAL to demonstrate the full influence of its self-service, CTV performance solution, Roku Ads Manager.

How it works:

INCRMNTAL measures performance on CTV by analyzing shifts in spend and marketing activities over time compared to aggregated funnel metrics provided by the advertiser. Using a unique 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 powerfully accurate 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.

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“Historically, measuring the impact of our streaming TV efforts has been challenging. With INCRMNTL, we now have a clearer view of the value our Roku campaigns deliver, giving us the confidence to scale them.” Nathan Johnson, Paid Acquisition Manager at Acorns.

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

If you’re new to INCRMNTAL and already running campaigns with Roku, ask your Roku contact for an introduction, or let us know that you’re working with Roku. Roku and INCRMNTAL came up with a special offer for new platform users.

SOURCE: INCRMNTAL