Publishers or advertisers must opt in to access vCE through Roku, so comScore doesn’t get unfettered access to Roku publisher app data.
Despite the large digital footprint comScore has established through its PC measurement panel, it only recently waded into mobile and traditional TV via its merger with Rentrak – which aggregates data from about 52 million set-top boxes (stemming from Charter, Cox, Dish and AT&T/DirecTV and a few other smaller MVPDs) representing 22 million households, according to comScore.
“When you start looking at mobile and OTT measurement, Roku is a key [player to bring in more demand] because of the number of devices they have in market,” Yarnall said.
Third-party measurement is critical for smart-TV providers, which will help expand marketer access to viewing and demo-based data sets.
Although cable and satellite providers like Comcast, Dish and Cablevision already provide access to viewership data, cable operator-owned set-top box data also has its limitations depending on the operator’s reach in certain regions.
Activating and comingling new data sets, such as insights derived from Roku’s ad framework, therefore gives advertisers more cross-platform coverage – at least in theory, for now.
“Nobody has a [comprehensive] footprint when it comes to TV data yet,” Yarnall said. “There’s a lot to be settled.”