Apr 27, 2026 6:00am PT

Roku Taps Consumer Data From Best Buy, Instacart, Others in ‘Roku Curate’ Offer to Advertisers

Brian Steinberg

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Brian Steinberg

Senior TV Editor

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Cheyne Gateley for Variety

Roku wants to give advertisers new ways of determining whether their commercials are really helping to spur purchases and other kinds of valuable customer behavior.

The company, which helps consumers stream many of their favorite programs, on Monday unveiled Roku Curate, a new offering that gives advertisers new access to various kinds of first-party data that can help track so-called “outcomes,” or specific actions taken by consumers after exposure to a commercials.

Roku Taps Consumer Data From Best Buy, Instacart, Others in 'Roku Curate' Offer to Advertisers