Written by:
Stay updated with Roku Advertising.
Roku and Google just made it easier for advertisers to stop choosing between brand and performance. Their Confidential Publisher Match connects an advertiser's first-party data, like loyalty card records, with Roku's first-party data to target the right audience in Display & Video 360, at scale. Early results show a 120% increase in incremental ROAS and a 14% lift in effective reach for campaigns run through Roku on Display & Video 360 versus buying media directly from publishers. Roku's Sarah Harms and Google's Marta Martinez break down what the partnership means for CTV advertisers in the latest episode of Roku and Friends.
FULL VIDEO TRANSCRIPT:
0:00 – Marta Martinez: Take one.
0:03 – Sarah Harms: Hello.
0:04 – Marta Martinez: Oh — not a strong start, Sarah.
0:19 – Sarah Harms: Welcome to Roku and Friends. I am Sarah Harms with Roku, and I'm joined today by Marta Martinez from Google.
0:25 – Marta Martinez: Thank you for having me.
0:26 – Sarah Harms: So Marta, what is your go-to comfort show that you can stream on your favorite Roku device?
0:32 – Marta Martinez: I mean, that's a very private question, Sarah.
0:34 – Sarah Harms: I know. Just me and you, don't worry.
0:36 – Marta Martinez: If it's just me and you, I'll tell you. It's been Virgin River. It's like I could put my — uh, my brain on the table and just watch that for —
0:43 – Sarah Harms: Right.
0:43 – Marta Martinez: — the next 30 minutes, and it's just perfect.
0:45 – Sarah Harms: Right, like a lobotomy.
0:52 – Sarah Harms: We live in a world full of acronyms and jargon. So for us today, please explain Google's confidential publisher match in a jargon-free way that our viewers would understand.
1:03 – Marta Martinez: Yeah, absolutely. Confidential publisher match made easy.
1:10 – Marta Martinez: Yes. The moment in which marketers had to choose between brand and performance is now over.
1:17 – Sarah Harms: Ooh.
1:17 – Marta Martinez: This technology will help us connect first-party data from the advertiser, let's say loyalty card users — with the first-party data with Roku, that helps you find the best audiences at a massive scale.
1:34 – Marta Martinez: If you think about it in a more abstract way, I would think it is a lot more relevant content and a lot less irrelevant ads.
1:42 – Sarah Harms: Mm-hmm.
1:42 – Marta Martinez: That's the way I think about it.
1:43 – Sarah Harms: What a win. That's great. Why is our partnership really uniquely solving those challenges?
1:48 – Marta Martinez: Together, when you combine Roku's massive reach and authenticated footprint, I just read that you reach 100 million households worldwide.
1:57 – Sarah Harms: Wow. Congratulations.
1:59 – Marta Martinez: Woo, woo. With the Google AI advantage and technology, it delivers advertiser results that are unprecedented, and it truly helps marketers connect the brand strategies and their performance strategies in the same journey.
2:14 – Sarah Harms: Great. We've done it. We talked about AI.
2:16 – Marta Martinez: Mm-hmm.
2:16 – Sarah Harms: So that's good. Check us.
2:18 – Marta Martinez: Check.
2:18 – Sarah Harms: We couldn't leave here today without doing that. So let's say you're a trader sitting at work about to log in to Display and Video 360, or DV 360 — another acronym — what can that person now unlock with the power of this partnership?
2:32 – Marta Martinez: Look, Confidential Publisher Match is the bridge that can help marketers and the traders that work for them connect all of the brand strategies with the performance strategies, linking an ad exposure on the TV screen all the way to a purchase, in the store or online.
2:50 – Sarah Harms: That is almost the holy grail.
2:51 – Marta Martinez: Right.
2:52 – Sarah Harms: Huge.
2:53 – Marta Martinez: And something we're excited about is that same trader can target a high-fidelity audience signal across YouTube and Roku media, which is a huge win for both of us. Think about it — the two largest streaming ecosystems into one platform, holistically.
3:05 – Sarah Harms: Mm. So for a consumer, there's nothing better than breaking all those silos and looking at the consumer touchpoint from a central perspective.
3:10 – Marta Martinez: Right.
3:11 – Marta Martinez: We've done a lot of work to understand what this really means for a marketer. What we found is you get a 14% increase on effective reach.
3:19 – Sarah Harms: Mm-hmm.
3:19 – Marta Martinez: And listen to this one — you get 102%.
3:24 – Sarah Harms: Wait, Marta, can we do the numbers again?
3:26 – Marta Martinez: It's 120%.
3:27 – Sarah Harms: Okay. 13 or 14?
3:30 – Marta Martinez: 102%. Let me get in the mood.
3:33 – Marta Martinez: You get 14%... and 120% incremental ROAS compared to campaigns that are bought directly from publishers.
3:46 – Sarah Harms: 120% is my favorite number.
3:48 – Marta Martinez: Uh-huh.
3:48 – Sarah Harms: Yeah.
3:51 – Marta Martinez: So if you don't do this, you are minimizing your reach and minimizing your effective ROAS.
3:57 – Sarah Harms: And we're just getting started, so there's more to come. But if we can kind of look into a crystal ball — we're back here in a year, Roku looks great, we're looking great — what's something we can see into the future for our partnership?
4:09 – Marta Martinez: I'm looking at the crystal ball, Sarah.
4:10 – Sarah Harms: Mm-hmm.
4:11 – Marta Martinez: I first see, clearly, international expansion. We've already got it started with Canada and Mexico, and many more to come. And then I see what AI brings to the ecosystem — the more campaigns that marketers run with Roku on DV 360, the more our AI systems will learn, the more precise, the more accurate, and the more ROAS for marketers. I know we will learn a lot, and we will continue to make it better, better, and more powerful.
4:39 – Sarah Harms: Lots to celebrate.
4:41 – Marta Martinez: Thank you so much.
4:42 – Sarah Harms: We have so much more to come and so much to look forward to.
4:44 – Marta Martinez: Game on, Sarah.
