The news: Roku, whose streaming devices are used by more than half of all US broadband households, released Roku Curate, a new offering that packages Roku’s first-party platform data with verified purchase signals, all integrated into pre-built CTV media buys. 

Its launch partners include Best Buy Ads, Criteo, Fandango, Fetch, Instacart, and Kroger Precision Marketing.

“Roku Curate lets buyers work directly with Roku while removing the technical complexity of audience curation, and these buys count toward upfront commitments,” Miles Fisher, senior director of strategic advertising partnerships at Roku, said in a press release.

Why it’s worth watching: Brands won’t need to assemble audience data from brokers, clean rooms, and third-party vendors—they can execute campaigns in a single transaction with Roku Curate.

• Advertisers get pre-built media packages that track performance from ad impression to actual sale. 
• Packages work within existing agency workflows. 
• Closed-loop measurement works across all partners, and Fetch alone contributes data from $212 billion in annual consumer spending. 

Competitors like Amazon and Walmart have similar data but lack Roku’s independent, platform-agnostic streaming scale. 

Implications for advertisers: We forecast that Roku will reach nearly 50% of all CTV users this year, though we expect that figure will decrease gradually through 2030 to 46.2%. Roku is leaning on that dominance and reach to collapse and own a slice of the CTV supply chain. 

Brands that previously needed separate deals for audience data to layer purchase signals onto streaming ads now have a one-stop solution.

CTV advertisers should test Roku Curate as a performance channel while keeping existing cross-platform buys separate until the closed-loop data proves reliable at scale.