TV streaming player company Roku has introduced an advertising measurement suite enabling marketers to measure campaign reach and effectiveness across linear and OTT.

The measurement suite, named ‘Ad Insights’, uses Roku’s first party data – along with linear and streaming viewership habits of active accounts – to offer insights into reach, effectiveness, and demographics.

The Ad Insights suite includes reach insights, which enable marketers to quantify campaign reach by demographic segments across linear TV, OTT, desktop, and mobile; tune-in insights, so TV networks and content owners can measure the effectiveness of their content promotions; cord cutter insights, for the targeting and measurement of campaigns delivered to Roku users without traditional pay TV subscriptions; and survey insights, providing real-time feedback and demographic insights from on-device surveys.

“With our rich first-party data, robust OS and relationships with our consumers we are in a unique position to continue to make meaningful advances in OTT measurement,” said Scott Rosenberg, GM of platform business at Roku. “Our investment in new measurement tools reflects our strong commitment to helping brands fully leverage the benefits of OTT advertising.”