Source: Beet
Roku is explicitly rejecting the industry's signal-maximization playbook by constraining data inputs to improve ad targeting and performance measurement. The move amounts to an admission that data abundance in CTV has created more noise than signal for advertisers trying to justify spend. If the market leader in connected TV is saying "fewer is better," it's because current attribution and targeting frameworks are failing to prove ROI to brand marketers—a gap that directly threatens the premium CPM gains CTV has relied on. The shift consolidates around proprietary first-party data rather than third-party signal abundance, moving CTV ad platforms away from data aggregation toward data refinement.