Roku announced as a launch partner for Google’s new Confidential Publisher Match solution

In a major step for interoperability in CTV and digital video advertising, Roku has joined Google’s just-launched deterministic identity solution as a launch partner.

Google’s Confidential Publisher Match allows advertisers using Google’s Display & Video 360 demand-side platform to securely match their first-party data with publisher inventory. As a partner in the launch, Roku will provide Display & Video 360 advertisers with greater access to encrypted, identity matching for Roku Media in Display & Video 360.

This integration expands Roku’s existing partnership with Google. For brands and agencies already buying via Display & Video 360, or measuring via CM360—including programmatic teams, planners, and buyers—Confidential Publisher Match elevates the addressability and measurability of your campaigns when buying Roku Media.

Alongside Display & Video 360, Roku’s identity integrations with The Trade Desk and Yahoo round out its media based DSP partnerships, following last year’s OS-level identity partnership with Amazon.

How does Roku's integration with Display & Video 360 benefit advertisers?

This integration improves match rates and audience targeting for Display & Video 360 campaigns with Roku Media. By providing a stronger identity signal on Roku Media, we help advertisers who care about deterministic matching achieve better targeting and stronger bid competitiveness.

This approach comes with key benefits for marketers, who can now:

Interoperable CTV at scale

This deepens Roku Media identity interoperability with Google so advertisers with Display & Video 360 campaigns can recognize more Roku viewers and enhance performance.

You get Roku Media at scale, with identity‑enriched signals, directly in Display & Video 360 via existing SSP paths—no workflow changes required.