AppsFlyerTurn streaming into measurable growth with AppsFlyer and Roku
Summary
The article presents CTV as a dominant advertising channel in 2025, citing Nielsen data that streaming represents 44% of US TV time, with 72% of TV viewing ad-supported and nearly half on streaming platforms. Global open programmatic CTV ad spend reached $5B in Q1 2025, up 10% year over year. In Europe, 86% use CTV, with UK spend projected at £2.94B by 2028 and Germany seeing 32% channel volume growth.
AppsFlyer reports CTV-to-mobile installs nearly doubled between August 2024 and January 2025. The core opportunity lies in cross-channel measurement, addressed by AppsFlyer’s new integration with Roku, the #1 streaming platform in the US, Canada, and Mexico (90M+ households). This integration provides unified attribution across CTV and mobile, capturing impressions, clicks, installs, in-app events, revenue, and video engagement.
It enables closed-loop optimization, allowing advertisers to tie Roku ad exposures directly to mobile app performance. Key capabilities include cross-device attribution (linking household-level ad views to individual device actions), QR code attribution (frictionless TV-to-mobile conversion), and the ability to drive new app installs and complement mobile campaigns. Use cases are supported by testimonials from Fliff and Brigit, reporting strong CPA and ROAS.
For ad ops decision-makers, the integration offers a single source of truth for TV and mobile spend, enhanced audience building, and precise optimization, turning streaming engagement into measurable business outcomes.
Analyst Note
This article signals a critical shift: CTV is no longer just a branding channel but a measurable performance engine. The AppsFlyer-Roku integration closes the attribution gap that has long hindered CTV ad spend optimization. What’s notable here is the cross-device capability—tying TV impressions to app installs and in-app events across mobile and CTV.
This directly addresses the fragmentation problem that UA teams face when trying to connect upper-funnel TV exposure to lower-funnel conversions. In the current privacy-constrained environment (e.g., Apple’s ATT, signal loss), household-level CTV identity offers a deterministic link that complements probabilistic mobile attribution. The practical impact for UA managers is significant: they can now apply the same ROI-based optimization to CTV as they do to social and search, using familiar MMP workflows.
For monetization teams, the ability to measure CTV-to-mobile installs opens new inventory monetization opportunities through app promotion. The timing aligns with CTV ad spend acceleration—Q1 2025 saw $5B in global programmatic CTV spend, up 10% YoY. Roku’s 90M+ streaming households provide a massive, high-attention inventory pool that was previously opaque.
This integration essentially turns Roku into a performance channel, leveling the playing field against walled gardens.
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