The news: Roku will be the first streaming publisher to integrate iSpot’s Outcomes at Scale product, the companies announced Tuesday.

First announced last spring, Outcomes at Scale gives brands ad exposure and consumer outcome data at scale and speeds that can be difficult to achieve when data has to be processed by multiple parties.

Early tests with home security brand Simplisafe led to a 23% increase in leads and 31% increase in website visits, iSpot said.

Why this matters: The partnership with Roku puts iSpot’s product front-and-center on one of the largest connected TV (CTV) platforms in the US, greatly expanding its advertiser reach.

We forecast 121.4 million US adults will use Roku this year; after smart TVs, Roku products are the second most-used CTV devices in the US, followed by Amazon Fire TVs at 107.6 million and video game consoles at 88.5 million.

Zooming out: CTV ad formats and attribution models are evolving. As default video viewership shifts from linear TV to CTV, the channel is benefitting from a flurry of new advertising tools from companies eager to stake their claim or protect their advantage.

CTV is also becoming a significant channel for commerce.

• Walmart acquired Vizio in 2024, linking one of the largest US retailers’ ecosystems with the most common device used to watch digital video at home. The direct tie between viewership and commerce allows for stronger attribution and measurement for brands.
• Amazon has launched a number of interactive ad formats on its popular Fire TV platform, including one that lets users place products seen in Prime Video ads directly into their Amazon carts.

What this means for advertisers: CTV has already established itself as a must-buy format for brands, but the steady drip of new attribution tools means brands have more choice than ever when deciding who to partner with.

By signing a major partnership with Roku (on top of having backing from the Joint Industry Committee), iSpot can help win over marketers frozen in decision paralysis.