Horizon Media and Roku have announced that advertisers will now be able to leverage Roku TV data in HorizonOS’ Blu marketing intelligence platform. As a HorizonOS partner, Roku is bringing its TV data into Blu, expanding the platform’s ability to connect viewing insights with cross-channel planning, activation and optimisation.
The partnership reflects the continued acceleration of Connected TV’s rising ad spending and viewership in the US, expected to hit $37.9 billion (€32.8bn) in 2026 and 248 million viewers by 2027, respectively (according to eMarketer). That growth has also exacerbated marketers’ persistent problems that have come from fragmented viewing across hundreds of streaming services. The data partnership between Roku and Horizon intends to provide tools to manage a fragmented entertainment ecosystem.
“Roku has one of the most comprehensive views of TV activity in the industry, and CTV has become central to how consumers discover content and how brands reach audiences,” commented Samantha Rose, EVP, Head of Integrated Investment and Programmatic at Horizon Media Holdings. “By bringing Roku’s data into Blu, we’re connecting a major platform’s view of the premium video ecosystem with Horizon’s proprietary data and orchestration stack to better inform cross-channel decisioning and optimization. Together, we’re able to provide a fundamental unlocking of audience insights at tremendous scale, giving our clients the visibility and precision this channel now demands.”
“Horizon’s Blu platform has already been instrumental in helping to drive our audience strategies and delivering exceptional results to date,” added Elizabeth Luciano, EVP, Marketing at A+E Global Media. “This new data partnership with Roku takes those capabilities to the next level, unlocking new avenues to understand, reach and engage viewers across the streaming ecosystem. We are excited about the possibilities this unlocks for our campaigns and the opportunity to translate richer audience intelligence into even greater impact.”
Advertisers will now have access to media metrics that have held backimpactful campaign executions. While traditional CTV measurement relies on panels and sampling, Roku TV data provides a granular, device-level view of viewership patterns across streaming households.
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