For years, we’ve covered Roku and it never ceases to be an amazing story: It  has emerged as a huge force in the TV industry’s transformation to streaming.

It is a handy device and system for consumers to find what they want, a programming platform with original content, and a powerhouse advertising platform.

Roku has just wrapped up its Upfront negotiations. The company tells Adweek that first-time advertisers make up some 42 percent of the new commitments. Meanwhile some 95 percent of current advertisers are re-upping.

This week’s guest is Roku’s Andrew Conroy, who heads agency partnerships.  A five-year veteran, Andrew speaks to his early days at a very scrappy advertising operation to what has become a global giant.

In this wide-ranging conversation, he speaks to advertiser needs around more real-time analytics and cross-platform measurement. Many of these tools are in place at Roku but more are needed, he says.

Great conversation.

Thank you, Andrew.

And thank you to our #BeetCast sponsor Mediaocean.