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Roku and Horizon Media are bringing Roku TV data directly into HorizonOS’ Blu marketing intelligence platform, giving advertisers a comprehensive view of streaming activity right inside the tools their teams already use every day.
This integration comes as CTV takes center stage in today’s video consumption landscape, with total viewers expected to reach 248 million by 2027. This growth is exciting, but also raises the stakes for marketers to overcome fragmentation and find their audiences across hundreds of streaming services.
Roku’s partnership with Horizon Media helps brands tackle this challenge by enhancing targeting, planning and measurement capabilities on the #1 TV streaming platform in the US, Mexico and Canada, while also reducing their reliance on outdated TV measurement tools.
Let’s dive into each of the capabilities unlocked by our partnership.
What the partnership enables for advertisers
Embedding Roku’s granular view of streaming households into the Blu ecosystem eliminates media waste and guesswork in three ways:
- Better TV Targeting: Helps marketers move beyond broad demographic assumptions by audience exposure across channels, content, and dayparts. This enables more precise audience matching.
- Improved Planning: Informs upstream media strategies and identifies high-value inventory before campaigns launch, allowing teams to build with evidence rather than hindsight.
- Real-Time Measurement: Allows ad buyers to transition from delayed panel estimates to real-time accuracy when campaigns are live. This data feeds Horizon’s agentic orchestration layer, powering automated, real-time optimization decisions across complex cross-channel campaigns.
The bigger picture: an open ecosystem
The driving force behind this partnership is a shared commitment to an open, collaborative marketplace. As Domenic Venuto, Chief Product & Data Officer at Horizon Media Holdings, noted, bringing Roku’s data to Blu gives clients the visibility and precision the current market demands.
“By bringing Roku’s TV data into Blu, we’re connecting a major platform’s view of TV activity with Horizon’s proprietary data and orchestration stack to better inform cross-channel decisioning and optimization,” he said.
This is not a one-off data feed, but instead represents a joint product roadmap between Roku Data Cloud and Horizon — one designed to evolve alongside the industry.
By bringing data directly to where Horizon and its clients already plan, the partnership ensures brands retain the flexibility to adapt as new measurement and optimization challenges arise.
What’s next
Following Roku's recent ecosystem expansions, including our integration with Google’s Confidential Publisher Match in Display & Video 360, this alliance represents a major step forward in making TV data interoperable and putting high-fidelity insights where media planners work.
The initial data flow is already underway, with full, seamless integration into the Blu platform planned for fall 2026.
“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,” said Sal Candela, VP, Global Agency Partnerships, Roku.
To learn more about how Roku Data Cloud and open-ecosystem partnerships can elevate your cross-channel campaigns, connect with our ad team today.