Horizon Media Brings Roku TV Data into Blu Platform
Roku is bringing its TV data into Blu, expanding the platform's ability to connect viewing insights with cross-channel planning, activation and optimisation.
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Horizon Media Holdings 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. This marks a significant strategic expansion beyond the two companies’ media relationship, now with data and technology.
The partnership reflects the continued acceleration of Connected TV’s rising ad spending and viewership, expected to hit $37.95 billion in 2026 and 248 million viewers by 2027, respectively (EMARKETER Forecast, February 2026).
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.
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“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,” said 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 optimisation. 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.”
Elizabeth Luciano, EVP, Marketing at A+E Global Media, said, “Horizon’s Blu platform has already been instrumental in helping to drive our audience strategies and delivering exceptional results to date.”
“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.”
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Advertisers will now have access to media metrics that have held back truly innovative and impactful 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.
What the Partnership Enables
The Roku TV data in Blu will enable Horizon and its clients to achieve:
- Better TV Targeting: Understanding which audiences are exposed to campaigns across channels, content, and dayparts, enabling more precise audience matching
- Improved Planning: Informing media planning decisions and identifying high-value inventory before campaigns launch
- Real-Time Measurement: Moving beyond traditional panel-based measurement to device-level precision
Beyond these immediate capabilities, Horizon’s agentic orchestration layer can use granular TV viewing data to inform real-time optimisation decisions across channels.
Phased Rollout and Integration
The data flow is underway, with full integration into Blu planned for Fall 2026. This phased approach is intended to allow Horizon and Roku to ensure data quality, security, and seamless integration with existing Blu capabilities before broader client availability.
“This will be more than a solution — it’s about a strategic partnership and a joint commitment to deeper product development,” said Sal Candela, VP, Global Agency Partnerships, Roku.
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“HorizonOS and Roku Data Cloud independently represent unique data layers and applications, and this alliance is aimed at unlocking deeper insights, planning solutions, and activation use cases. Over the coming months, we plan to continue to collaborate and build new solutions and a joint roadmap to further unlock advantages for Horizon and its clients.”
Rather than forcing clients into proprietary stacks, Horizon’s approach ensures that as clients’ needs evolve—whether they need better TV measurement, audience intelligence, or real-time optimisation—they have access to the best tools for their specific challenges.
