Maya Robertson
Roku and AppsFlyer have announced a new self-reporting network (SRN) integration designed to give advertisers greater visibility into how connected TV (CTV) campaigns influence mobile app performance.
The move expands on the companies’ earlier collaboration, which had focused primarily on app install campaigns tied to Roku’s endemic placements and OneView inventory. The updated integration now includes Roku Ads Manager, enabling marketers to measure streaming video campaigns across Roku’s full range of advertising surfaces through a unified protocol.
AppsFlyer says the updated system incorporates signals from Roku’s graph of more than 90 million households, providing broader coverage for advertisers. The SRN relies less on traditional identifiers such as IDFA and GAID, which have seen declining overlap rates, and instead uses probabilistic signals like IP matching.
Unlike conventional conversion APIs, the SRN allows data to move in both directions. This means AppsFlyer can not only receive campaign data from Roku but also send mobile activity information — including app installs, subscriptions, and purchases — back to Roku. This exchange is intended to help Roku refine audience targeting and improve campaign efficiency.
According to AppsFlyer’s Director of Product Strategy Alex Yip, the integration also supports sequential, multi-touch attribution rather than last-touch measurement alone, giving advertisers a clearer view of customer journeys across devices.
Roku Head of Ad Innovation Peter Hamilton noted that the system responds to growing demand from mobile app marketers seeking CTV as a performance channel. To encourage adoption, Roku is offering promotional incentives such as ad credits and budget matches for testing.
Early testing has already taken place. Mistplay, a gaming rewards app, piloted the integration over the summer. The company, which recently expanded to iOS, said the new measurement tools will help its marketing team better demonstrate campaign effectiveness to company leadership. Mistplay plans to use the system for its upcoming holiday campaign, employing unique promo codes and attribution signals to track new user acquisition from specific CTV ads.
Industry observers suggest the expanded partnership highlights the push to close measurement gaps across platforms as advertisers increase investment in CTV. With consumers moving fluidly between television, mobile, and digital channels, companies like Roku and AppsFlyer are aiming to provide marketers with cross-channel attribution tools that more accurately link streaming exposure to app engagement.
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