Viacom said it will try to help advertisers figure out how the dynamics of audiences watching TV favorites via broadband-delivered video by teaming up with streaming-video player Roku Inc.. The move is the latest in Viacom’s efforts to offer measures to Madison Avenue residents seeking methods of tracking consumers interacting with video with new ways.

Under the pact, Viacom will gain access to audience data from Roku that will allow advertisers to send customized messages to particular audience segments. Viacom said it is the first programmer to gain access to Roku’s information.

“With this partnership, we can deliver more relevant messages to Roku consumers for products and services that interest them,” said Kern Schireson, executive vice president of data strategy and consumer intelligence at Viacom, in a prepared statement. “This is the first time dynamic, one-to-one advertising will be possible as part of a larger linear TV buy. Advertising experiences like this are more impactful for both consumers and marketers.”

Roku can deliver full-screen video for advertisers, while allowing them to tap into the digital realm’s interactivity and targeting, said Scott Rosenberg, Roku’s vice president of advertising. “We’re committed to helping our publishers more effectively monetize in OTT,” he said in a statement.

Viacom in recent months has worked to collect a wide array of different kids of data in hopes of putting together new deals with marketer seeking to track audiences migrating from TV sets to mobile devices and streaming video. The New York owner of networks like Comedy Central and MTV has also entered into pact with instant-messaging service Snapchat and measurement company ComScore.

The effort comes just weeks before the start of TV’s upfront marketplace, when U.S. TV networks try to sell the bulk of their ad inventory for the coming programming cycle.