As advertisers push for greater accountability in streaming media, outcome based optimization is becoming a critical priority across the MarTech ecosystem. Roku has taken a significant step in that direction by expanding its partnership with iSpot to bring outcome focused optimization directly into streaming campaigns. Roku is now the first major streaming publisher to deploy iSpot Outcomes at Scale specifically to optimize advertising based on measurable business outcomes rather than exposure alone.
Through this integration, Roku advertisers can use iSpot attributed outcomes to track return on investment, refine creative strategies, and optimize campaigns toward clear business goals such as website visits and conversions. The move builds on the data and measurement partnership the two companies first announced in spring 2024 and signals a deeper alignment around performance driven streaming advertising.
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Early testing highlights the potential impact of this approach. A campaign run by SimpliSafe demonstrated strong gains when optimized using iSpot outcomes on Roku. According to the companies, the optimized group delivered a 23 percent increase in leads and a 31 percent increase in website visits compared with a control group. These results illustrate how outcome based optimization can translate streaming impressions into tangible business performance.
“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, Media & Customer Acquisition, SimpliSafe. “Our test campaign delivered positive results, showing significant gains across key performance indicators among the Roku audience. This partnership is clearly improving the effectiveness and efficiency of our media investments.”
For iSpot, the expanded integration represents a milestone in moving streaming measurement beyond reporting and into active optimization. By embedding its attribution directly into Roku optimization engine, iSpot is positioning outcomes as a lever that can influence delivery decisions in real time rather than simply validate results after a campaign has ended.
“This deeper integration with Roku marks a key moment for outcome based streaming,” said Stuart Schwartzapfel, EVP of Media Partnerships, iSpot. “With iSpot’s trusted attribution powering Roku’s optimization engine, we’re not just measuring performance; we’re helping drive it, ensuring advertisers gain new levels of efficiency and ROI directly on the Roku platform.”
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Roku views the partnership as part of its broader strategy to offer advertisers more effective and measurable streaming solutions. As brands continue shifting budgets toward connected TV, the ability to link media exposure to concrete outcomes is becoming a key differentiator.
“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, Strategic Advertising Partnerships, Roku. “By integrating iSpot’s attribution directly into our optimization algorithms, we’re enabling brands to achieve even stronger outcomes on the Roku platform.”
For marketers, the collaboration between Roku and iSpot underscores how streaming advertising is evolving toward performance parity with digital channels. By enabling outcome based optimization at scale, Roku is reinforcing its position as a performance focused streaming platform while signaling where the future of connected TV measurement and activation is headed.
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