Step by step, Over-The-Top (OTT) television is becoming a full citizen of the marketing ecosystem.

The latest step was announced this week by customer data platform mParticle, which is releasing an open source software development kit (SDK) for apps on the Roku streaming TV platform.

A Roku box attached to a TV and connected wirelessly to the Internet allows viewers to watch streaming TV via individual apps for Netflix, Amazon Prime, HBO Now, Sony’s Cackle and other non-cable programming services that are on the web.

Before this announcement, mParticle CEO and co-founder Michael Katz told me, Roku-based OTT services often had to build custom setups so that their customer data could be combined with user activity data (like TV program preferences or ads seen) and then used with common marketing tools.

[Read the full article on MarTech Today.]