Connected TV Is No Longer a Black Box

Roku Now Integrates Directly with Lifesight

If you invest in Connected TV, you should measure it the same way you measure the rest of your media.

That’s why we launched a direct integration with Roko

You can now connect Roku with a single click and automatically pull impressions, spend, and attributed revenue into the Lifesight Unified Measurement OS. From there, that data can be leveraged with Causal Attribution, Incrementality Testing, and Marketing Mix Modeling.

No exports. No manual reconciliation. No siloed dashboards.

Just connected, decision-ready data.

The Problem with How Most Teams Measure CTV

Connected TV is no longer experimental. It drives real reach, real engagement, and real revenue.

But most teams still evaluate CTV inside the platform. That creates a disconnect.

Platform-reported results do not tell you what actually drove incremental revenue across the business. They show activity. They do not show contribution.

When your CTV data lives outside your unified measurement framework, you cannot confidently answer:

• Did this drive incremental revenue?
• Did this influence other channels?
• Should we increase or reallocate spend?

You need CTV inside the same system that governs your investment decisions.

What Changes with the Roku Integration

When you connect Roku to Lifesight, you centralize impressions, spend, and attributed revenue inside your Unified Measurement OS.

From there, you can:

• Evaluate CTV performance within Attribution
• Run incrementality tests to measure true lift
• Quantify channel contribution through MMM
• Align marketing and finance on one source of truth

CTV stops being a standalone report. It becomes part of your investment strategy.

Measure CTV the Way You Make Budget Decisions

Clicks and platform-reported ROAS do not tell you what would not have happened without your spend. Incrementality does.

We built Lifesight to unify Causal Attribution, Incrementality Testing, and Marketing Mix Modeling into one operating system. By integrating directly with Roku, we bring Connected TV into that same framework.

You no longer treat CTV as a top-of-funnel guess. You measure its incremental impact across the business and make budget decisions with confidence.

If you run Connected TV and want to measure its true business impact, we’d love to walk you through the integration and see how Roku fits into your unified measurement strategy. Book a demo