Roku becomes the first major streaming publisher to optimize ads directly on outcomes, deepening its partnership with iSpot to drive measurable ROI for brands.
Roku has become the first major streaming publisher to adopt iSpot’s Outcomes at Scale product with the explicit goal of optimizing advertising campaigns based on business outcomes, not just impressions or reach.
The move expands an existing partnership between Roku and iSpot and reflects a broader push toward performance-driven advertising in streaming. By integrating iSpot’s attribution directly into Roku’s platform, advertisers can now track return on investment, refine their creative strategies, and optimize campaigns against concrete results, such as website visits and conversions.
Early testing has shown promising results. In a pilot campaign with SimpliSafe, Roku advertisers using outcome-based optimisation saw a 23 percent increase in leads and a 31 percent lift in website visits compared with a control group.
“This advancement with Roku and iSpot gives us a powerful way to ensure our advertising spend works as effectively as possible,” said Courtney Strauss Manning, manager of media and customer acquisition at SimpliSafe. “Our test campaign delivered positive results across key performance indicators among the Roku audience, clearly improving the efficiency of our media investments.”
The new optimisation capabilities build on a data and measurement partnership that the two companies first announced in the spring of 2024. At the time, the focus was on improving transparency and measurement. The latest integration takes it a step further, enabling advertisers to act on those insights in real-time.
“This deeper integration with Roku marks a key moment for outcome-based streaming,” said Stuart Schwartzapfel, executive vice president of media partnerships at iSpot. “We’re not just measuring performance—we’re helping drive it, delivering new levels of efficiency and ROI directly on the Roku platform.”
Roku executives said the expansion aligns with the company’s broader goal of making streaming advertising more accountable and results-oriented for brands.
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“Our expanded partnership with iSpot represents an important step in our mission to give advertisers the most effective and measurable streaming advertising solutions,” said Miles Fisher, senior director of strategic advertising partnerships at Roku. “By integrating iSpot’s attribution into our optimisation algorithms, we’re enabling brands to achieve stronger outcomes on the Roku platform.”
As streaming continues to capture a growing share of ad budgets, the partnership highlights how publishers are shifting their focus from reach metrics to outcome-based models, designed to demonstrate business impact.
