Roku Launches Machine Learning Ad Suite

Roku Outcomes combines two machine learning-powered products aimed at audience reach and advertiser-defined conversions.

Updated on Nov. 4, 2026 in Advertising

Roku introduced Roku Outcomes, a machine learning-powered advertising suite that includes Roku Outcomes Amplify and Roku Outcomes Actions. In the Roku Outcomes Actions beta, all nine paid external advertiser flights launched in September delivered at or below target cost per acquisition.

Why it matters

The suite gives advertisers across the United States tools that adjust bids and delivery in real time based on app install and first-stream signals. It positions Roku to compete for advertiser budgets by tying spending to measurable conversions.

In the Roku Outcomes Actions beta, the median cost per acquisition came in 38% below target across nine paid external advertiser flights. Results beyond that beta group have not been reported, and purchase, website visit and cart activity tracking is still planned.

The players

Roku

Roku is a streaming platform company whose connected TV device and operating system reach households through the Home Screen and in-stream video ads.

The details

Roku Outcomes Amplify aims to maximize unique and incremental household reach while managing frequency, and Roku Outcomes Actions targets advertiser-defined conversions such as app installs, first-time views, sign-ups, subscriptions and trials. Both products use closed-loop measurement across the ad, app install and first stream and work across Home Screen native experiences and in-stream video. Roku Outcomes Actions is initially available for media and entertainment advertisers.

September: Nine paid external advertiser flights launched in the Roku Outcomes Actions beta.
November 4, 2026: Roku introduced the Roku Outcomes advertising suite.

Market Landscape

Roku Outcomes adds conversion-driven buying to Roku's connected TV inventory, a space where advertisers have increasingly demanded measurable results. The suite positions Roku to compete with other connected TV platforms for performance-focused advertising budgets.

Advertisers using Roku's platform can now pay based on app installs, sign-ups and trials rather than impressions alone. Support for purchases, website visits and cart activity is planned, which would expand the conversion types available to campaigns.

The takeaway

Advertisers evaluating connected TV campaigns can compare conversion-based pricing against impression buying as Roku expands the conversion types it measures. Results from the beta suggest that tying spend to measured acquisitions may lower acquisition costs for media and entertainment advertisers.