Jill Whalen

Jill Whalen is a measurement and attribution leader at the forefront of connected TV advertising, driving how Roku — one of the largest CTV platforms in the U.S. — defines and delivers ad effectiveness solutions for streaming. Her work centers on building attribution methodologies and incrementality frameworks tailored to the unique challenges of the streaming ecosystem, where traditional digital and linear TV measurement approaches often fall short. She serves as a key bridge between Roku's advertising platform and the broader ecosystem of advertisers and third-party measurement partners. In her role at Roku, Whalen has been instrumental in advancing cross-screen measurement capabilities, helping brands understand reach, frequency, and outcomes across fragmented viewing environments. Her focus on CTV-native attribution reflects a broader industry shift away from cookie-based and panel-based measurement toward streaming-first solutions. She collaborates closely with major measurement vendors and industry bodies to establish standards relevant to the post-linear advertising world. Whalen's career reflects deep expertise in the intersection of data, media, and advertising technology. Her trajectory has positioned her as an operator-level expert in a domain — CTV measurement — that is among the most contested and strategically important in modern AdTech, as streaming continues to capture an increasing share of both viewership and ad spend.

Last updated Jun 11, 2026 by ATDb automated enrichment · Connections updated Jun 15, 2026