The news: Horizon Media is integrating Roku TV data directly into its Blu marketing intelligence platform, the companies announced. The partnership streamlines access to Roku data for Horizon’s clients and is aimed at improving three areas across connected TV (CTV) advertising:

• Targeting, by giving marketers access to Roku’s audience data spanning channels, content, and dayparts.
• Planning, by helping marketers identify quality inventory before they launch campaigns.
• Real-time measurement, by providing Roku’s device-level view of CTV viewership patterns.

The full integration is expected to be complete this fall.

Why it matters: Marketers need better access to data to justify bigger CTV ad budgets.

While we expect US CTV ad spending to grow more than 60% between 2026 and 2030, marketers are still skeptical of how performance and attribution are reported. Just 39% feel confident defending their CTV ad spend to senior leadership as a result of this skepticism, per Jamloop.

Marketers also want better data to help them plan and target their campaigns. In North America, 48% of ad and marketing professionals said that improved audience targeting and verification would encourage increased CTV ad spend, per DoubleVerify.