Cox Automotive and Roku team to ‘better measure’ TV streaming advertising

Cox Automotive and Roku announce they will pair industry-leading data from Cox Automotive with with TV streaming data from Roku to better measure TV streaming advertising. Auto marketers can better quantify exactly how advertising in streaming TV impacts web browsing, vehicle sales. The partnership comes as both retail media and streaming TV advertising are growing in the U.S. eMarketer projects that U.S. digital retail media ad spending will grow 31.4% to $40.81 billion in 2023, which will make up over 18% of digital ad spending. Furthermore, the shift to TV streaming ad spend is accelerating. According to SMI’s December Forecast for TV & Streaming, TV streaming ad spend in the auto category grew +35% YOY in 2022 vs. +7% YOY in 2021 . Cox Automotive is transforming the way the world buys, sells, owns, and uses vehicles. The global company’s family of brands includes Autotrader and Kelley Blue Book, which reach two out of three online car shoppers during their research and shopping journey . This partnership makes Roku the first TV streaming pilot partner to offer and market Cox Automotive data for measurement in the TV streaming category.