According to Pivotal Research analysis of Nielsen data, 11% of all viewing in U.S. households with adults 18-49 occurs on a connected device or smart TV.  For Roku's Manager of Advertising Research, Dan Robbins (pictured above), who moved to Roku from Nielsen about a year ago, that is the type of information that is fueling growth in advertising investment as the cord cutting audience grows.  Robbins' team works with nearly half of the top advertisers on the AdAge Leading National Advertisers 2017 Index and most of the largest ad agencies to help them measure the success of their media spend.  In an exclusive interview with MediaVillage, he shared details of how Roku's proprietary data, in conjunction with third-party research, is helping brands and media teams to create more effective and efficient ad campaigns.