Roku and Incrmntal are to work together to provide advertisers with a clear view of their connected TV (CTV) performance.
Incrmntal’s technology is to be added to Roku Ads Manager, making it possible to give real-time insights into the revenue impact of their ad spend.
Incrmntal is able to follow conversations taking place on second screens and measure their Return on investment (ROI) compared to the same device, direct response ads on search and social.
“Historically, measuring the impact of our streaming TV efforts has been challenging. With Incrmntal, we now have a clearer view of the value our Roku campaigns deliver, giving us the confidence to scale them.” Nathan Johnson, Paid Acquisition Manager at Acorns.
Incrmntal measures performance on CTV by analyzing shifts in spend and marketing activities over time compared to aggregated funnel metrics provided by the advertiser. Using a unique AI model to isolate the relationships between data sets without relying on user-level data, the platform quantifies the incremental impact of CTV campaigns using a powerfully accurate statistical inference model. Incrmntal’s statistical approach to measurement removes the need to share user level data, while also avoiding the challenges with a last touch attribution approach.
