A groundbreaking collaboration between Roku and INCRMNTAL is revolutionizing the way marketers evaluate connected TV (CTV) advertising effectiveness. By integrating INCRMNTAL's cutting-edge incrementality measurement tools with Roku Ads Manager, advertisers gain unprecedented real-time insights into how their ad investments influence revenue. This strategic partnership aims to showcase the comprehensive impact of Roku’s self-service CTV performance solution, offering a clearer understanding of campaign outcomes.

The methodology employed by INCRMNTAL involves analyzing changes in spending patterns and marketing activities over time, correlating these shifts with aggregated performance metrics supplied by advertisers. Utilizing an advanced AI model, INCRMNTAL can discern the relationships between different data sets without accessing individual user information. This statistical approach not only ensures privacy but also bypasses the limitations of traditional last-touch attribution methods. The result is a more accurate quantification of the incremental effects of CTV campaigns, providing advertisers with greater confidence in scaling their efforts.

This innovative partnership sets new standards for measurable, data-driven advertising within the CTV domain. Advertisers now have enhanced visibility into the efficacy of their campaigns, enabling them to make informed decisions based on reliable data. As the industry continues to evolve, this collaboration paves the way for more effective and transparent advertising practices, ultimately driving growth and success for businesses leveraging CTV platforms.