Advanced Television

Cox Automotive teams with Roku

February 1, 2023

Cox Automotive and Roku have announced a deal that will pair data from Cox Automotive with TV streaming data from Roku to better measure TV streaming advertising.

Cox Automotive’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.

“The ad measurement of the future will start with data from direct consumer relationships because it’s more accurate and scalable,” says Asaf Davidov, head of ad measurement and research at Roku. “Roku and Cox are uniquely positioned to partner with auto marketers to go under the hood and make every marketing dollar work harder.”

Roku’s scale of 70 million active accounts paired with Cox Automotive, which receives 2.7 billion online visits across its online properties, offers new levels of insight to automotive marketers. The partnership provides advertisers with a look into the entire consumer journey – from online actions at the start, to consideration, to intent, and ultimately to purchase. To get started, an auto brand identifies its target audience and runs a TV streaming campaign with Roku. Roku then passes its ad exposure data to Cox Automotive matching it with their own first-party data set. Cox Automotive can then deliver reports that tie streaming ad exposure to consumer behaviors across Cox Automotive properties.

“With our data capabilities combined, we will offer auto advertisers a holistic view of the consumer auto journey, revolutionising how advertisers measure the impact of their digital advertising investment,” added Steve Lind, vice president of operations, advertising, at Cox Automotive. “Cox Automotive’s unparalleled audience paired with the data insights from Roku will provide a new look at performance during every stage of the car buyer journey.”

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