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Roku expands measurement program to boost streaming advertiser experience

Martech

Streaming TV platform Roku announced it has expanded its Measurement Partner Program to include media mix modeling (MMM) so advertisers can fill in the measurement gap between older media and the growing streaming landscape. Media mix modeling is currently available on Roku through an existing partner, marketing research company IRI.

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How marketing fuels the shift from problem-market fit to product-market fit

Martech

Systematic market research and customer feedback must guide product iterations and refine marketing strategies. This shift becomes evident in how marketing implements its measurement program. Specifically, understanding what the data says as “a collective” becomes the fuel for “what to do next.”