Roku recently launched a consumer data program that will attempt to improve advertising targeting for CPG brands. The consumer data program was created in collaboration with Kroger PErcision Marketing. Kroger Precision Marking has complied with data from approximately 60 million houses across around 2,800 Kroger stores.
The mass amount of data can then be used by CPG brands to better target TV and online ads to different cross-sections of consumers. Consumers can be segmented based on factors like purchase history, in order to determine what future purchasing habits may look like.
Roku has seen a drastic uptick in accounts on the platform, which may make it more attractive to advertisers as many younger consumers are cord-cutters.
Image Credit: Roku