Roku uses data from Best Buy, Instacart and others in its ‘Roku Curate’ offering

Roku wants to give advertisers new ways to determine whether their ads really help drive purchases and other valuable customer behaviors.

The company, which helps consumers stream many of their favorite shows, on Monday unveiled Roku Curate, a new offering that gives advertisers new access to several types of first-party data that can help track so-called “outcomes,” or specific actions consumers take after exposure to a commercial.

“This is a way for agencies and brands to figure out the value of quality inventory, count it upfront and know what they’re buying in a very transparent way,” said Miles Fisher, senior director of strategic advertising partnerships at Roku, during a recent interview.

Roku Curate provides an infrastructure of premium data, including purchasing and browsing data of electronics buyers from Best Buy Ads; measurement tied to Fandango ticket purchases and entertainment content discovery; shopping and browsing data from Criteo; retail purchase data from Fetch; purchasing information from Kroger Precision Marketing; and consumer purchase data from Instacart.

“Instacart sees what consumers are buying as decisions are made, giving brands a uniquely powerful signal to drive measurable results on CTV,” said Tim Castelli, vice president of global ad sales at Instacart, in a prepared statement. “By combining Roku’s scale with Best Buy’s proprietary data and holistic measurement capabilities, we are driving awareness and consideration with clear insight into downstream impact,” Lisa Valentino, president of Best Buy Ads, said in a statement.

Roku believes the new offering will drive more direct relationships with advertisers at a time when more marketers and agencies can gain access to so-called “programmatic ads,” or video inventory sold through terms delineated by algorithms.

“What we’ve heard from customers and advertisers is that they want to work directly with media companies that have high-quality offerings,” Fisher says. “They also want to work with high-quality data assets.”