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comScore and Rentrak Ink Merger for New Dynamic Cross-Platform ModelRoku, Inc. and comScore just announced that Roku will be the first streaming platform to enable syndicated measurement of video advertising through comScore validated Campaign Essentials.

“Publishers and advertisers that choose to participate can measure dynamically inserted video ads on the Roku platform with vCE metrics,” the companies confirmed this week. “Media buyers and sellers will have access to campaign metrics comparable with those used for desktop, mobile and linear TV advertising, such as reach/frequency, GRPs, and demographics.”

The central idea is about obtaining critical information from streaming sources.

“As consumers shift their viewing to streaming platforms, advertisers need to follow,” said Scott Rosenberg, vice president of advertising and audience development at Roku. “Third party measurement solutions like comScore vCE give advertisers the demographic and cross-platform insights they need to confidently invest in over-the-top (OTT) platforms.”

According to comScore Total Home Panel data released earlier this year, Roku holds nearly half of the OTT streaming device market share in the U.S.

Noteworthy is the fact that the ad-supported segment is the fastest growing on the Roku platform, making up more than half of the top 250 most-watched channels.

Roku pioneered streaming for the TV and aspires to power every TV in the world. As of June, 2016, the Roku OS powered TV streaming for 10+ million monthly active accounts. Roku is known for streaming innovation and high customer engagement, offering content providers and video advertisers the best way to reach streaming audiences.

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