Roku is greatest identified for the lovable set-top bins and compact streaming sticks it sells, however advertisements have been Roku’s actual money cow for some time now. The firm, which has 55.1 million lively accounts, reported $532 million in income from its platform enterprise, which incorporates promoting, in Q2. So it’s no shock that Roku is making it simpler for advertisers to determine which exhibits are scorching.

Months after asserting a strategic ad-targeting partnership to assist form and standardize “the future of media measurement and TV advertising in a streaming-first market,” Roku stated on Tuesday that it’s set to formally start permitting publishers to measure channel content material throughout its gadgets inside Nielsen Digital Content Ratings (DCR).

According to Roku, the brand new measurement is out there this month and supplies content material publishers entry to deduplicated attain and demographic insights for his or her channels on Roku gadgets in order that they they will higher strategize on easy methods to promote to and solidify key viewers demographics. The new measurement can be a boon to Nielsen’s ONE initiative—the cross-media measurement system the market analysis big introduced in late 2020 as a “single currency” to assist advertisers establish which packages most successfully attain their key audiences.

“DCR’s syndicated, independent measurement provides market transparency and immediate value to our publishers around understanding audiences in their channels,” Lougman Parampath, VP of Product Management at Roku, stated in a press launch. “This bolsters our commitment to delivering for our customers and underscores our focus to continue to be an innovator in the evolving TV streaming measurement landscape.”

The new measurement’s rollout is simply the most recent step in Roku’s plan to leverage Nielsen’s Advanced Video Advertising enterprise, which it absorbed in March, to raised goal viewers by way of its ad-supported linear channels.

It’s additionally value noting that, along with strengthening Roku’s skill to focus on and tailor advertisements to a viewer’s gender, age, and purchasing pursuits, the brand new partnership with Nielsen will even end in a trove of shopper information being funneled on to Nielsen itself, which might use DCR to trace an advert’s efficiency throughout all of the screens in somebody’s dwelling, “including streaming video, static web pages and mobile apps, across computer, mobile and TV streaming devices,” per the press launch.

While a latest survey by Morning Consult discovered that 64% of adults within the U.S. discover focused advertisements to be “invasive” and 69% assume they’re repetitive, streaming companies are a red-hot marketplace for advertisers, and the urge for food for brand new viewers insights probably received’t be sated anytime quickly. If it’s privateness you’re nervous about, you might have to discover an ad-free answer.