Roku’s user data and attributes also serve as a way to support upper-, mid-, and lower-funnel purchases and conversion.
“If a buyer wants to run campaigns that drive an app install, or a mobile advertiser wants to drive an app install, a website visit, or even a product purchase, these are the events we can bring in and optimize towards that and find users on the Roku Ads Manager that actually convert to it,” Parampath said.
Ultimately, Parampath said the goal is to go after digital native customers and to help growth marketers succeed.
“They have their KPIs as advertisers, and we have ways in which we can ingest those key performance goals they have and ultimately use our capabilities,” Parampath said.