Horizon Media Integrates Roku TV Data into Blu Platform for Cross-Channel Optimization

 Strategic Partnership Enhances Measurement and Open Ecosystem Approach to CTV Planning and Activation 

NEW YORK, Sept. 16, 2026 /PRNewswire/ -- Today, Horizon Media Holdings, parent company of the world's largest independent media agency, and Roku announced that advertisers will now be able to leverage Roku TV data in HorizonOS' Blu marketing intelligence platform. As a HorizonOS partner, Roku is bringing its TV data into Blu, expanding the platform's ability to connect viewing insights with cross-channel planning, activation and optimization. This marks a significant strategic expansion beyond the two companies' media relationship, now with data and technology.

The partnership reflects the continued acceleration of Connected TV's rising ad spending and viewership, expected to hit $37.95 billion in 2026 and 248 million viewers by 2027, respectively (EMARKETER Forecast, February 2026). That growth has also exacerbated marketers' persistent problems that have come from fragmented viewing across hundreds of streaming services. The data partnership between Roku and Horizon intends to provide tools to manage a fragmented entertainment ecosystem.  

"Roku has one of the most comprehensive views of TV activity in the industry, and CTV has become central to how consumers discover content and how brands reach audiences," said Samantha Rose, EVP, Head of Integrated Investment and Programmatic at Horizon Media Holdings. "By bringing Roku's data into Blu, we're connecting a major platform's view of the premium video ecosystem with Horizon's proprietary data and orchestration stack to better inform cross-channel decisioning and optimization. Together, we're able to provide a fundamental unlocking of audience insights at tremendous scale, giving our clients the visibility and precision this channel now demands."

"Horizon's Blu platform has already been instrumental in helping to drive our audience strategies and delivering exceptional results to date," said Elizabeth Luciano, EVP, Marketing at A+E Global Media. "This new data partnership with Roku takes those capabilities to the next level, unlocking new avenues to understand, reach and engage viewers across the streaming ecosystem. We are excited about the possibilities this unlocks for our campaigns and the opportunity to translate richer audience intelligence into even greater impact."

Advertisers will now have access to media metrics that have held back truly innovative and impactful campaign executions. While traditional CTV measurement relies on panels and sampling, Roku TV data provides a granular, device-level view of viewership patterns across streaming households.

What the Partnership Enables 

The Roku TV data in Blu will enable Horizon and its clients to achieve:

• Better TV Targeting: Understanding which audiences are exposed to campaigns across channels, content, and dayparts, enabling more precise audience matching
• Improved Planning: Informing media planning decisions and identifying high-value inventory before campaigns launch  
• Real-Time Measurement: Moving beyond traditional panel-based measurement to device-level precision

Beyond these immediate capabilities, Horizon's agentic orchestration layer can use granular TV viewing data to inform real-time optimization decisions across channels.

Phased Rollout and Integration 

The data flow is underway, with full integration into Blu planned for Fall 2026. This phased approach is intended to allow Horizon and Roku to ensure data quality, security, and seamless integration with existing Blu capabilities before broader client availability.

"This will be more than a solution — it's about a strategic partnership and a joint commitment to deeper product development," said Sal Candela, VP, Global Agency Partnerships, Roku. "HorizonOS and Roku Data Cloud independently represent unique data layers and applications, and this alliance is aimed at unlocking deeper insights, planning solutions, and activation use cases. Over the coming months, we plan to continue to collaborate and build new solutions and a joint roadmap to further unlock advantages for Horizon and its clients."

Rather than forcing clients into proprietary stacks, Horizon's approach ensures that as clients' needs evolve—whether they need better TV measurement, audience intelligence, or real-time optimization—they have access to the best tools for their specific challenges. 

About Horizon Media

Horizon Media, the largest independent media agency globally, delivers data-driven business outcomes for some of the most innovative and ambitious brands. Founded in 1989, headquartered in New York, and with offices in Los Angeles and Toronto, the company employs 2,400+ people and has media investments of more than $8.5 billion. Horizon Media's fundamental belief is that business is personal, which drives its approach to connecting brands with their customers and engaging with its own employees, resulting in industry-leading workplace satisfaction levels (Glassdoor). The company is consistently recognized by independent media outlets for its client excellence and has earned several "Best Workplaces" awards reflecting its commitment to diversity, equity, and inclusion and the life and well-being of everyone at Horizon Media.

About Roku, Inc.

Roku pioneered streaming on TV. Today, it is the #1 TV streaming platform in the U.S., Canada, and Mexico by hours streamed (Hypothesis Group, Dec. 2025). Roku connects viewers to the content they love, enables content publishers to build and monetize large audiences through advertising and subscriptions, and provides advertisers with unique capabilities to reach and engage consumers. Roku streaming players and Roku-made TVs are available at major retailers, and licensed Roku TV™ models are sold by leading TV brands in more than 15 countries around the world. Roku also owns and operates The Roku Channel, the home of premium and free entertainment; Howdy, a low-cost subscription service; and Frndly TV, a live TV streaming service. Roku is headquartered in San Jose, Calif., U.S.A.

This press release contains "forward-looking" statements that are based on our beliefs and assumptions and on information currently available to us on the date of this press release. Forward-looking statements may involve known and unknown risks, uncertainties and other factors that may cause our actual results, performance, or achievements to be materially different from those expressed or implied by the forward-looking statements. These statements include but are not limited to those related to the benefits of Horizon Media and Roku's proposed strategic data partnership, including the intended reach, features, capabilities and benefits of the integration; the timing of the availability of this integration and its features; and the features, benefits, and availability of the Blu platform integration and Roku Data Cloud. Except as required by law, we assume no obligation to update these forward-looking statements publicly, or to update the reasons actual results could differ materially from those anticipated in the forward-looking statements, even if new information becomes available in the future. Important factors that could cause our actual results to differ materially are detailed from time to time in the reports Roku, Inc. files with the Securities and Exchange Commission, including our Annual Report on Form 10-K for the year ended December 31, 2025 and our Quarterly Report on Form 10-Q for the quarter ended March 31, 2026. Copies of reports filed with the SEC are posted on Roku's website and are available from Roku without charge.

SOURCE Horizon Media