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Best Buy extends targeted ad program to streaming TV

Roku and Best Buy
Roku and Best Buy are entering a streaming TV ad partnership (Graphic: Business Wire).

Best Buy is partnering with the top TV streaming platform in North America to provide first-party customer data for ad targeting and measurement.

The consumer electronics giant is collaborating with Roku to enable its brand partners to target, optimize, and measure their ads on Roku using Best Buy shopper data. This will help Best Buy’s brand partners ensure consumers are seeing the advertising content that most interests them.

Best Buy is also giving shoppers exclusive access to the first-ever TVs designed and made by Roku, now available in the U.S. only at the retailer’s stores and e-commerce site. To promote the new partnership, the companies will offer an immersive “Best Buy Home Theater Experience” pop-up showcasing Roku devices available at Best Buy at the SXSW festival in Austin, Texas on Saturday, March 11.

“Our goal is to create a better TV experience for everyone,” says Julian Mintz, co-head of U.S. brand sales for Roku Media. “We’re bringing together our entire business to build the future of entertainment and advertising — making the TV experience simpler, offering the right marketing, data, tech, and scale to drive real results, and helping win the entire streamer’s journey together with Best Buy.”

Best Buy builds on ad targeting for brand partners

Best Buy launched Best Buy Ads in January 2022. The in-house media company designed to help its suppliers provide shoppers with targeted, timed promotional messages based on its customer relationships and insights. According to Best Buy, it interacts with its customers 3 billion times a year in-store and online.

The retailer began working with digital media measurement platform DoubleVerify in fall 2022 to provide measurement tools for participants in Best Buy Ads, the consumer electronic retailer’s in-house retail media network, as well as for its own ad campaigns.

DoubleVerify integrates directly into Best Buy Ads, enabling advertisers to evaluate if campaigns are viewable, seen by real people, served in a brand-safe environment, safe from fraud and sophisticated invalid traffic (SIVT), and appear in the intended geography.

In August 2021, Best Buy began enabling advertisers to use Criteo’s cross-retailer, self-service platform to reach and shoppers in the U.S. and Canada. Through sponsored products, the platform helps Best Buy customers further discover and purchase products.

The Criteo retail media platform allows brand marketers and agencies to reach consumers shopping on e-commerce sites, while executing campaigns with full transparency and control. Leveraging artificial intelligence (AI) capabilities, Criteo’s retail media ads conform to the same targeting and personalization as Best Buy’s organic product placements, helping ensure a seamless and relevant shopper experience.

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