Horizon Media Brings Roku Data Into Blu Platform for CTV Planning

The collaboration arrives as the Connected TV landscape expands, with ad spending projected to reach $37.95 billion in 2026 and viewership expected to hit 248 million by 2027. By embedding Roku’s data into the HorizonOS ecosystem, the agency intends to provide its clients with a unified view of audience behavior across streaming services, moving beyond the fragmented visibility that has historically hindered campaign precision.

Samantha Rose, EVP at Horizon Media, noted that the integration connects a major premium video ecosystem with the agency’s orchestration stack to inform better decisioning. For advertisers, this means access to device-level viewership patterns, allowing for more accurate targeting, high-value inventory identification before campaigns launch, and real-time measurement capabilities. A+E Global Media, a client of the agency, has already signaled intent to use these tools to refine its streaming engagement strategies.

While the data flow is currently active, the full integration into Blu is slated for completion by Fall 2026. This phased rollout is designed to prioritize data security and quality before the features reach broader client availability. Sal Candela, VP of Global Agency Partnerships at Roku, described the alliance as a long-term commitment to joint product development rather than a one-off technical fix, with both companies planning a roadmap for future activation use cases.