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Today, we’re excited to share a new offering that will help our partners make the most of Roku’s proprietary TV data. Called Roku Data Cloud, this new solution will make it easy for our advertisers and platform partners to access Roku’s uniquely powerful audience intelligence to support their planning, optimization and measurement.
What does this mean for advertisers?
At its core, Roku Data Cloud will provide greater accountability for our advertisers, agencies, and other partners. As they increase their investments in streaming ads, advertisers need to receive accurate and reliable data from Roku's TV operating system, including information about viewership habits, preferences, and identity.
To accomplish this, our partners can connect to Roku Data Cloud via Roku’s secure clean room, and then drive specific outcomes by accessing inventory in Roku Exchange. In addition to giving brands a greater understanding of viewers and how to reach them more precisely, Roku Data Cloud unearths ad campaign data that can inform our advertisers’ future strategies and maximize their TV streaming investments.
"Starting with Roku Exchange, we have been working for greater interoperability in the entire programmatic ecosystem, and Roku Data Cloud is the perfect next step on delivering business outcomes for our advertisers," said Miles Fisher, Senior Director of Strategic Advertising Partnerships at Roku. "As the #1 selling TV OS, we believe Roku is in the best position to help advertisers reach consumers and is shepherding digital precision to the largest screen at home. We are committed to making Roku more accessible and performant, and Roku Data Cloud is a milestone of progress."
To make Roku Data Cloud a reality, Roku has partnered with industry leaders across each phase of the campaign journey, including:
- Planning integrations with agency intelligence platforms: Expanding on existing partnerships, Roku will integrate its TV data into industry-leading marketing intelligence platforms relied on by some of the world's best-known brands:
- Omnicom Media Group will combine Roku’s viewer data with customized audience data in Omni, the open operating system that supports all Omnicom agencies. This will enable more precise planning and relevant messaging and will maximize the effectiveness of client investments.
- PMG’s Alli allows media planners to gain valuable insights into audience behavior and preferences to better tailor and optimize client campaigns. With the unique capability to plan directly addressable audiences, Alli connects strategic insights to media trafficking in an end-to-end solution that ensures marketing campaigns can be targeted effectively at all stages of the purchase funnel.
- Enhancing activation with Yahoo Demand-Side Platform (DSP): We intend to expand our Yahoo partnership with three new integrations: enabling Yahoo ConnectID through the Roku Data Cloud, directly connecting the Roku Exchange to Yahoo Backstage, and activating Roku audiences on the Yahoo DSP. As a result, advertisers will be able to seamlessly access Roku inventory and, later this year, apply Roku audiences in the Yahoo DSP for enhanced targeting and performance across an entire campaign.
- Outcomes & Measurement partnerships: Deeper data integrations within the Roku Data Cloud will further enhance advertising outcomes and improve CTV measurement.
- Innovid: Innovid intends to collaborate with Roku to share in-flight campaign information. This will allow the Roku Exchange additional signals to optimize for multiple KPIs -- including reach, unique reach, and conversions -- to increase campaign effectiveness, relevance, and impact.
- iSpot.TV: iSpot, a previously announced partner, intends to continue to work with Roku on incorporating Roku signals into their measurement suite and share in-flight campaign insights for optimized campaign performance.
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