Roku Introduces Roku Curate to Simplify CTV Advertising
Roku Curate simplifies audience activation and enables better campaign effectiveness, allowing brands to work directly with Roku to drive business outcomes.
Topics
Roku, Inc. has announced Roku Curate, a new solution that gives advertisers access to high-value data and ad inventory all in one package. Roku Curate simplifies audience activation and enables better campaign effectiveness, allowing brands to work directly with Roku to drive business outcomes.
Audience data is ubiquitous across CTV advertising, yet the highest-quality data has frequently remained difficult to access due to walled gardens. Marketers are often forced to choose between scale, accuracy, and ease of use.
Roku Curate solves this challenge by combining proprietary Roku insights—how audiences engage with the platform—with purchase behaviour from premium partners. These ready-to-use media packages can be purchased and measured through marketers’ standard workflows, reducing complexity and fees.
ALSO READ: Marketers are Moving from Experimentation to Execution: State of Martech 2026 Report
“The goal of Roku Curate is simple: enable buyers to access the best of Roku and partner data, with the scale and performance of premium CTV,” said Miles Fisher, Senior Director of Strategic Advertising Partnerships at Roku.
“Roku Curate allows buyers to work directly with Roku while removing the technical complexity of audience curation, and these buys count toward upfront commitments. The result is high-quality data and inventory bundled together without the need to go through unnecessary intermediaries.”
Roku Curate is powered in part by Magnite’s SpringServe technology, and Roku Exchange’s infrastructure for TV to operate like a true outcomes channel, combining scale, data, and precision in a simple, repeatable system to drive results for advertisers. Launch partners include:
- Best Buy Ads: Drive sales to in-market electronics shoppers using Best Buy purchase and browsing data, with closed-loop measurement to track actual in-store and online purchase outcomes.
- Criteo: Drive outcomes with commerce-focused audiences built from Criteo’s omnichannel shopping and browsing data.
- Fandango: Tap into engaged moviegoers using Fandango ticketing and entertainment discovery signals, with closed loop measurement to track campaigns from impression to ticket purchase.
- Fetch: Harness deterministic, retail-agnostic purchase data from $212 billion in annual consumer spend online and in-store* to enable precise audience activation, with closed-loop measurement tied to real-world sales.
- Instacart: Leverage purchase-based audience segments to connect with consumers shopping across more than 2,200 retail banners on Instacart, and measure sales impact with closed-loop attribution.
- Kroger Precision Marketing: Reach verified Kroger households and measure actual purchase impact with closed-loop measurement across both in-store and online transactions.
ALSO READ: The Invisible Spend Problem in Performance Advertising
Lisa Valentino, President of Best Buy Ads, said, “Our partnership with Roku is a key pillar of our full funnel strategy, allowing us to position CTV for reach and conversion, backed by our audience graph of more than 200 million customers.”
“By combining Roku’s scale with Best Buy’s first-party data and holistic measurement capabilities, we’re driving awareness and consideration with clear visibility into downstream impact.”
Tim Castelli, Vice President of Global Advertising Sales at Instacart, “Instacart sees what consumers buy at the moment decisions are made, giving brands a uniquely powerful signal for driving measurable outcomes on CTV.”
“Through Roku Curate, we’re making it easier than ever to reach these consumers across premium streaming inventory and tie every campaign directly to sales impact.”
