Miles Fisher: <\/strong>We\u2019re really excited about the announcement this week. This is a continuation of a deep partnership we\u2019ve had with iSpot for a number of years. We announced the initial integration at CES last year and spent much of this year building and testing it.<\/p>\n\n\n\nAt a high level, Roku is now the first major streaming publisher leveraging iSpot\u2019s Outcomes at Scale product specifically to optimize inventory in real time based on outcomes. Historically, as a publisher, we were largely dependent on DSP-level optimizations and post-campaign reports from brands or agencies. Now, we can use iSpot-attributed outcomes to track ROI, adjust creative strategies, throttle inventory, and optimize toward real business outcomes while campaigns are in flight.<\/p>\n\n\n\n
In early testing, we saw a 23% increase in leads and a 31% lift in website visits, which gives us a lot of confidence as we roll this out to more joint Roku\u2013iSpot customers.<\/p>\n\n\n\n
Stu Schwartzapfel:<\/strong> To add some context, Jon\u2014Roku isn\u2019t the first publisher to use our Outcomes at Scale offering, but they are the first to use it specifically for outcome-based optimization.<\/p>\n\n\n\nWhen we launched Outcomes at Scale about a year ago with Paramount and other traditional networks, it was largely focused on aggregate campaign-level insights\u2014how a campaign was trending against certain outcomes. What we\u2019re doing with Roku and the SimpliSafe test goes much deeper.<\/p>\n\n\n\n
We\u2019re taking in-flight signals and using them not just for reporting, but to actively improve campaign performance while it\u2019s running. That\u2019s the next evolution of Outcomes at Scale\u2014moving from insight to action.<\/p>\n\n\n\n
\n\n\n\nJon Lafayette:<\/strong> When you talk about optimizing campaigns, are you looking at the totality of a brand\u2019s media spend, or just what they\u2019re buying on Roku?<\/em><\/p>\n\n\n\nStu Schwartzapfel:<\/strong> It depends. In many cases, Roku and iSpot share clients\u2014SimpliSafe is a good example. Roku has visibility into performance tied specifically to their inventory, while advertisers have a broader view across all publishers they\u2019re buying.<\/p>\n\n\n\nWhat makes this partnership unique is the level of access and integration. Because of our relationship with Roku and access to their identity signals, we\u2019re able to tune performance in ways advertisers couldn\u2019t easily replicate elsewhere.<\/p>\n\n\n\n
Miles Fisher:<\/strong> This fits into Roku\u2019s broader interoperability and performance strategy. Advertisers already choose to work with iSpot and Roku, and they\u2019re typically buying across multiple publishers. They can decide how much data to share back with Roku, but the more they share, the more effectively we can optimize.<\/p>\n\n\n\nIn the SimpliSafe example, we were able to create customer cohorts and hold out certain inventory\u2014something we hadn\u2019t done before. Because Roku is the largest TV operating system in North America, with a massive amount of inventory and deterministic identity, we can throttle and reallocate supply in ways that benefit everyone in the ecosystem.<\/p>\n\n\n\n
\n\n\n\nJon Lafayette:<\/strong> So when you throttle inventory, that means shifting spend away from underperforming inventory toward what\u2019s working better?<\/em><\/p>\n\n\n\nMiles Fisher:<\/strong> Exactly. Not all inventory performs equally, and different advertisers have different outcomes they\u2019re trying to drive. What we\u2019re doing is finding the right inventory for the right user\u2014something programmatic has always promised, but rarely delivered at the publisher level.<\/p>\n\n\n\nWith iSpot\u2019s outcome signals, we can optimize campaigns in real time, more like traditional digital advertising, rather than waiting until after the quarter ends to make adjustments.<\/p>\n\n\n\n
\n\n\n\nJon Lafayette:<\/strong> In the SimpliSafe campaign, they were buying from other publishers like Paramount. Were they able to see how that inventory compared?<\/em><\/p>\n\n\n\nStu Schwartzapfel:<\/strong> When a brand deploys our pixel for unified measurement, they get a full cross-platform view\u2014linear and CTV\u2014including reach, frequency, incrementality, and outcomes. I can\u2019t speak to how Paramount performed specifically, but I can say that for Roku we ran a true test-and-control.<\/p>\n\n\n\nWe compared a cohort optimized using outcome signals against a non-optimized cohort and saw meaningful lifts in both leads and website visits. The key difference is granularity\u2014we\u2019re not just optimizing based on channels or shows, but on behavioral cohorts with specific characteristics.<\/p>\n\n\n\n
\n\n\n\nJon Lafayette:<\/strong> <\/em><\/strong>FAST measurement is notoriously complicated. Where is this data coming from?<\/em><\/p>\n\n\n\nStu Schwartzapfel<\/strong>: From an ACR standpoint, our base detection is primarily powered by VIZIO, but we layer in many other data sets to enhance and contextualize that signal\u2014demographics, co-viewing, geography, and more.<\/p>\n\n\n\nIn this case, Roku is also contributing deterministic, ID-based signals as part of the measurement. VIZIO is a core ACR partner, but Roku adds a significant layer of precision.<\/p>\n\n\n\n
Miles Fisher:<\/strong> To be clear, what we\u2019re doing with iSpot is completely independent of Walmart or VIZIO. Roku\u2019s advantage is that we have deterministic identity at the operating-system level. FAST services like Pluto or Tubi don\u2019t have that login layer\u2014we do.<\/p>\n\n\n\nThat allows us to understand who the user is, build cohorts, and optimize inventory, while iSpot provides the outcome signal that makes the flywheel work.<\/p>\n\n\n\n
\n\n\n\nJon Lafayette: <\/strong>How important are outcomes to Roku\u2019s sales process overall?<\/em><\/p>\n\n\n\nMiles Fisher: <\/strong>Outcomes are incredibly important, but they need to be applied thoughtfully. We believe the future of media buying is automated and performance-driven\u2014but TV is still a unique medium.<\/p>\n\n\n\nNot every advertiser wants to optimize for bottom-funnel outcomes. Some care most about reach and frequency, others about mid-funnel engagement. iSpot is a strong partner because they take a full-funnel view, which allows us to fit into whatever framework the advertiser is using.<\/p>\n\n\n\n
Stu Schwartzapfel:<\/strong> If you rewind even a year or two, outcomes were largely a post-campaign exercise. What\u2019s powerful here is bringing outcomes upstream\u2014into the live campaign experience.<\/p>\n\n\n\nWe\u2019re feeding Roku outcome signals twice a day across active campaigns. That gives them an always-on pulse not just on reach and frequency, but on the KPIs advertisers actually care about. And now, those insights can be used to optimize at a granular level, not just report at the end.<\/p>\n\n\n\n
\n\n\n\nJon Lafayette: <\/strong>You\u2019ve worked together for a while. What led you to go deeper?<\/em><\/p>\n\n\n\nStu Schwartzapfel:<\/strong> Our relationship started about five years ago when Roku licensed iSpot\u2019s ad catalog for linear TV as a source of truth for what aired. That expanded last year into audience and outcomes measurement.<\/p>\n\n\n\nWhat I\u2019ve learned working with Roku is their willingness to actually act on data\u2014not just talk about innovation. They\u2019re using their data assets and allowing partners like iSpot to apply independent measurement to improve advertiser outcomes.<\/p>\n\n\n\n
Miles Fisher:<\/strong> We\u2019re both technology-first companies. Roku isn\u2019t content-led\u2014we win on scale, identity, and data. Partners like iSpot help us turn those advantages into measurable performance for advertisers.<\/p>\n\n\n\nAnd I\u2019ll add\u2014Stu is also an incredible tennis player. He hustled me pretty badly.<\/p>\n\n\n\n
\n\n\n\nJon Lafayette: <\/strong>We\u2019ll save that for another story. Anything else I missed?<\/em><\/p>\n\n\n\nMiles Fisher:<\/strong> Just that this has been a successful beta. We\u2019re opening it up to more advertisers across Roku and iSpot, and we see it as a way to bring new advertisers into the ecosystem as we head toward the upfronts.<\/p>\n\n\n\n
\n\n\n\nJon Lafayette: <\/strong>Is this opt-in?<\/em><\/p>\n\n\n\nStu Schwartzapfel:<\/strong> Right now, it\u2019s still in beta. It\u2019s not broadly available yet, but it will be offered more widely in 2026. We\u2019re validating performance with advertisers like SimpliSafe before scaling.<\/p>\n","protected":false},"excerpt":{"rendered":"For years, streaming TV has promised accountability. But too often, measurement stopped short of action. Advertisers could measure reach, frequency, and even outcomes\u2014but turning those signals into real-time action was another story. With a new expansion of our partnership, Roku and iSpot are aiming to close that gap by bringing outcome-based optimization directly into the… Read More<\/p>\n","protected":false},"author":26,"featured_media":35165,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/35162"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=35162"}],"version-history":[{"count":4,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/35162\/revisions"}],"predecessor-version":[{"id":35168,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/35162\/revisions\/35168"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/35165"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=35162"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=35162"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=35162"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=35162"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}