Today, Roku and Best Buy made the announcement that Roku will have access to Best Buy’s advertising platform as part of their new first-to-market partnership. Additionally, Roku-branded TVs are exclusively available to Best Buy customers.

Best Buy has never had a partnership with a TV streaming platform to provide its first-party sales data, so this is a first for the company. Roku can target ads with the retailer’s data thanks to the new agreement. In January 2022, Best Buy’s advertising division, Best Buy Ads, went live.

“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,” Julian Mintz, co-head of U.S. brand sales for Roku Media, said in a statement.

The businesses assert that combining the data will make television advertising more performance-driven. Roku and Best Buy explained that brands can use Best Buy shopper data to target, optimize, and measure their ads on the streaming platform to ensure that Roku viewers see ads that interest them. Roku as of late outperformed 70 million dynamic records.

The organization focuses to a change in how sponsors are spending, as they incline toward streaming and retail media to arrive at a bigger number of customers. According to eMarketer, 82% of advertisers in the United States anticipated an increase in spending levels with retail media networks in 2022.

Additionally, Roku and Best Buy announced an in-person, interactive activation that will debut at South by Southwest (SXSW) on March 11. This activation will allow attendees to experience Roku’s screensaver, Roku City, as well as a Best Buy Home Theater Experience that features the most recent Roku devices that are available at Best Buy as well as Roku’s upcoming original content slate on The Roku Channel.