Set up connected TV campaigns in Roku OneView

With Adjust's partnership with Roku OneView, you can add your Adjust cross-device link to the campaign creative that you upload to OneView. This lets you measure the success of your CTV campaigns and their role in driving mobile app installs.

Not looking to run a cross-device campaign for your mobile app? Adjust integrates with different Roku services to measure different types of campaign.

With Roku Endemic Media you can promote your connected TV app on Roku inventory. Activate the S2S SAN integration with Roku Endemic Media.

Before you begin

Here's what you need to know before getting started.


  • You have appropriate permissions to add creatives and pixels in the OneView Creative Manager.
  • Your individual creative size does not exceed 500 MB.
  • Your creatives follow Roku OneView's quality standards, and guidelines and specifications.
  • Your campaign flight in OneView Ad Platform is set to Media Type as OTT. For the flight, select the CTV devices that you want to run the ad on. This ensures that you are running CTV campaigns on CTV devices only.

Create a cross-device link in Adjust

For Roku cross-device links, Adjust sets the default attribution logic for impressions as 72 hours with Probabilistic Matching. This is because there is no device ID matching available and there is no click-based attribution. This means that for this app, any other engagement from another source that's eligible for attribution and contains a matching device ID will win. Even impressions. CTV links are very low on the attribution waterfall.
  1. Select Campaign Lab.
  2. Select + New Partner.
  3. Search Roku OneView and select the tile.
  4. Choose the app you want to create the link for.
  5. Optional: To enable data sharing, select Edit and enter at least one of the following details:
    • Install pixel ID
    • Session pixel ID
    • Reattribution pixel ID
  6. Optional: Set your data sharing preferences with Roku OneView.
  7. Under Set your link use case, select Cross-device link.
  8. Enter a name for your link.
  9. Optional: Update the link's campaign structure parameters. By default, the following mapping is available:
    • campaign= [[[CAMPAIGNID]]
    • creative=[[[CREATIVEID]]]
  10. Select whether to include ad spend parameters, then Next.
  11. Optional: Customize the attribution window for your cross-device link.
  12. Review your link settings and select Create link.

Here is an example of the cross-device link created:[[[CAMPAIGNID]]&creative=[[[CREATIVEID]]]&dataxu_click_id=[[[BIDTRACKINGID]]]&cost_type=ENTER_COST_TYPE&cost_amount=[[[EXCHANGEWINNINGPRICEMACRO]]]&cost_currency=USD

Add a creative in Roku OneView

This is a high-level overview of the steps that you need to follow to add a creative in the OneView Creative Manager.

To add a creative, follow these steps:

  1. In the OneView Creative Manager, go to New > Single Creative.
    • If you have a large number of creatives, you can upload creatives in bulk. For more information, see OneView's customer knowledge base article. You need to log in to your Roku OneView account to view this article.
  2. Select an advertiser. This is who you run your campaign with.
  3. Select the content categories.
    • Make sure that the assigned category describes the content of your ad. This categorization is used for publisher competitive separation and publisher content blocking.
  4. Enter the creative name and concept.
  5. Generate your creative from one of the following:
    1. Asset: Browse and upload your creative file.
    2. Tag: Paste your tag or VAST URL in the Creative Tag field.
  6. If necessary, provide custom dimensions and modify the format of your banner creative.
  7. Select Upload or Upload and Create Another to upload another creative.

Add the Adjust cross-device link in Roku OneView

This is a high-level overview of the steps that you need to follow to add your Adjust cross-device link to your campaign creative.

In Roku OneView, a link is referred to as a pixel. In this step, you are adding an Adjust link as a third-party pixel to the creative. This configures measurement for your creative.

To add the Adjust cross-device link as a third-party pixel, follow these steps:

  1. In the OneView Creative Manager, go to Creatives to view a list of creatives.
  2. Find the creative you want to add the Adjust link to.
  3. Select Add-on Tags.
  4. In the Pixels section, select New.
  5. Choose pixel type as Impression.
  6. Paste the Adjust link, and select the check mark.

You're all set! Your pixel begins serving any creatives that it is attached to.