XR Extreme Reach and Roku Partner to Drive TV Streaming Ads Performance

Collaboration will Connect Creative to Business Outcomes to Shape the Future of Streaming TV Advertising

NEW YORK--(BUSINESS WIRE)--XR Extreme Reach (XR), a global technology company that powers the creative economy, today announced it has expanded its partnership with Roku. The partnership allows advertisers to link all ads on the Roku platform to performance outcomes and better capitalize on insights from their data to drive targeting that marries creative with audiences.

Leveraging XR’s global network, advertisers can deliver ads directly to Roku’s scaled streaming platform to reach audiences with high impact creative and gain valuable insights that enable them to measure outcomes — tracking engagement, conversions, and sales. This partnership will also unlock opportunities for advertisers to maximize creative effectiveness through intelligence, develop deeper segmentation for targeted campaigns and achieve more comprehensive campaign optimization.

"Roku’s emphasis on data and immersive creative sets a new standard for TV performance,” said Jo Kinsella, President of SourceXR. Kinsella added, "Creative is the center of gravity for performance. This partnership allows us to uniquely connect Roku’s audience reach while fueling the performance outcome enablement that advertisers expect from their creative experiences."

"Partnering with XR allows us to drive better performance for our brand partners," said Miles Fisher, Sr. Director, Strategic Advertising Partnerships, Roku. "Reaching relevant audiences at scale with powerful creative and connecting that all the way through to critical business outcomes will give advertisers a new perspective on TV investments."

“This partnership between Roku and XR opens new possibilities for us to deliver impactful creative directly to our target audiences while enabling our mutual customers to track engagement, conversions and sales more effectively than ever before," said Marc Johnston, chief operating officer at brand response TV agency DirectAvenue. “By seamlessly linking our ads on the Roku platform to measurable performance outcomes, we expect to see significant improvements in targeting precision and campaign optimization,” added Johnston.

XR and Roku will open the partnership to shared customers, spanning a wide variety of verticals including Fitness, Financial and Health & Beauty. To learn more about connecting TV advertising to performance outcomes across Roku, visit advertising.roku.com.

About XR

XR is a global technology company that powers the creative economy. XR moves creativity forward – uniting data at scale across content, media and productions to maximize business value through intelligence. Our platform empowers thousands of brands, agencies, publishers and studios to create, distribute, and optimize advertising and productions that reach and engage audiences–on any screen, anywhere in the world. More than a billion brand assets and over $100B in media and production spend is powered by XR’s AI-driven enterprise platform. XR operates in 140 countries and has offices across North America, Europe, Asia and Australia.

About Roku, Inc.

Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models, Roku streaming players, and TV-related audio devices are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku-branded TVs and Roku Smart Home products are sold exclusively in the United States. Roku also operates The Roku Channel, the home of free and premium entertainment with exclusive access to Roku Originals. The Roku Channel is available in the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in San Jose, Calif., U.S.A.