About Roku CTV
Roku is the leading connected TV platform in the United States, reaching over 90 million streaming households. Through the Roku Ads Manager, brands run video, interactive, and sponsorship campaigns across Roku's streaming ecosystem, targeting viewers with first-party data based on demographics, interests, and viewing behavior.
How Prescient AI measures Roku CTV
Prescient AI ingests spend, impressions, and completion data from your Roku CTV campaigns and feeds it into the Marketing Mix Model alongside your digital, social, and offline channels. The model measures Roku's incremental contribution to revenue at the channel and campaign level, capturing the impact of streaming TV ads that traditional digital attribution cannot track. Because CTV ad exposure rarely results in an immediate click, the model uses statistical patterns rather than user-level tracking to connect ad delivery to downstream business outcomes.
Why measure Roku CTV with a Marketing Mix Model
Connected TV sits in a measurement gap — it is digital enough to be precisely targeted but lacks the click-based tracking that performance marketers rely on for other channels. Platform-reported reach and completion metrics tell you who saw your ad, not what it drove. A Marketing Mix Model closes that gap by quantifying the halo effects Roku campaigns generate across your entire business, from increased branded search to higher conversion rates on your DTC site. This gives you the clarity to forecast how CTV spend scales, compare streaming TV efficiency against other upper-funnel channels, and optimize your video budget with confidence.
