Roku, Inc. announced further advancements in over-the-top (OTT) advertising measurement by introducing Ad Insights. The new offering allows marketers to measure campaign reach and effectiveness across linear and OTT, and more accurately plan their OTT ad investments. The toolset helps brands analyze the engagement of TV audiences as they rapidly shift their viewing towards streaming. The insights are derived from Roku’s first party data as well as the linear and streaming viewership habits of millions of active accounts and billions of streaming hours. Roku’s new measurement suite comes at a time of significant linear viewership decline.