All TV Ads to Eventually Be Targeted, Measurable, Says Roku VP

Roku believes all TV commercials will be “targeted and measurable,” said Alison Levin, vice president-ad sales and strategy. The video streamer launched a shopper data program designed to persuade consumer packaged goods advertisers to divert more of their ad spend to streaming, it said Friday. Marketers will use such sales information to activate advertising across hundreds of channels on the Roku platform, tying exposure to in-store and online sales.