Despite its scale and attention, CTV has been stuck in a black box — high spend, little proof of performance. For years, advertisers have poured budget into connected TV campaigns without knowing what was truly driving installs, re-engagements, or revenue. Fragmented signals, privacy shifts, and siloed measurement have left performance marketers guessing. And guessing is expensive.
That ends now.
MetricWorks, Roku, and Branch have partnered to unlock accurate, scalable, and privacy-safe performance measurement on CTV — for the first time.
Why CTV deserves more attention
CTV is no longer a branding-only play. With consumers spending more time streaming than watching cable, marketers are increasingly turning to CTV to reach real audiences at scale. But reach means little without understanding what actually drives outcomes.
Performance marketers need more than a CPM; they need to know:
- Which CTV impressions lead to app installs?
- Which campaigns drive real re-engagements and revenue?
- What spend is wasted and what spend deserves more budget?
They need attribution. They need incrementality. They need proof.
Until now, these answers have been out of reach.
Why Roku is the platform to bet on
Roku isn’t just another streaming platform. It’s the #1 TV streaming platform in the U.S. by hours streamed, with a robust native ad ecosystem, deep audience segmentation, and end-to-end control of the viewing experience.
With Roku, advertisers can reach highly engaged viewers in a premium environment. And now, for the first time, they can measure the mobile impact of those campaigns directly with Branch.
Branch: The first mobile measurement partner (MMP) to provide Roku attribution
That’s where Branch comes in. Branch is now available to provide attribution for Roku campaigns.
This means marketers can now connect ad exposures on Roku to mobile app installs, re-engagements, and downstream events — unlocking true cross-platform performance insights.
It’s a breakthrough for any team that runs user acquisition or re-engagement across channels.
MetricWorks: Closing the loop with incrementality
And finally, MetricWorks ties it all together with AI-powered, MMM-based incrementality measurement, giving marketers the ability to understand what’s truly driving value, not just what gets credit.
By ingesting Roku impression data and Branch-attributed outcomes, MetricWorks allows you to quantify CTV’s lift and optimize accordingly.
The bottom line
With Roku reach, Branch attribution, and MetricWorks incrementality, the performance equation is finally complete — so now you can measure, optimize, and grow.
Want to understand what Roku CTV can do for your business?
Book a meeting with MetricWorks and Branch and start measuring what matters.
