Roku launches Curate to streamline CTV advertising and data access

Roku announced Roku Curate, a new advertising solution designed to combine audience data and ad inventory into a single package for connected TV campaigns. The platform aims to simplify audience activation and improve campaign effectiveness by allowing advertisers to work directly with Roku.

The company said Roku Curate integrates proprietary viewing insights with purchase data from partners, addressing challenges around fragmented data access and complexity in CTV buying. The solution is intended to reduce operational friction and enable campaigns to be executed within standard media buying workflows.

Roku Curate is supported by Magnite’s SpringServe technology and Roku Exchange infrastructure, which the company said enables TV advertising to function as an outcomes-based channel with measurable performance.

Launch partners include Best Buy Ads, Criteo, Fandango, Fetch, Instacart and Kroger Precision Marketing, each contributing commerce or purchase-based data for audience targeting and measurement.

“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.”

“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,” said Lisa Valentino, president of Best Buy Ads. “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.”

“Instacart sees what consumers buy at the moment decisions are made, giving brands a uniquely powerful signal for driving measurable outcomes on CTV,” said Tim Castelli, vice president of global advertising sales at Instacart. “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.”

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