Today, we announced Roku’s clean room, a privacy-first data collaboration environment that allows advertisers and agencies to use their encrypted first-party data to make planning and measuring advertising campaigns with Roku easier, all without relying on cookies or consortiums.
A clean room is a place where publishers, platforms, and brands can safely and securely share first-party data in a way that can improve advertising effectiveness while still exerting strict controls over user privacy.
In a soon to be cookie-less world, data clean rooms are crucial to measuring advertising effectively. “The future of TV advertising won’t rely on fragile cookies or consortiums, but on direct connection with actual consumers,” said Louqman Parampath, VP of Product Management, Roku. “We are thrilled to help marketers accelerate their shift to TV streaming by putting privacy and transparency first.”
Roku’s clean room is purpose-built for TV streaming. The planning and measurement capabilities make it the only clean room to use audience data and linear TV data from direct consumer relationships on Roku, America’s No. 1 TV streaming platform.
To get started, an advertiser loads their customer data into a secure environment. This allows brands to match their own data to Roku’s without sharing or exposing any identifiable data. Within Roku’s clean room, advertisers then have the freedom to query matched data and run their own analyses to understand potential campaign reach, audience delivery, and advertising impact on product sales and other outcomes.
Omnicom Media Group, dentsu, Horizon Media, Icon Media Direct, and Camelot are all using Roku’s clean room today on live campaigns. Roku’s clean room is also directly integrated with OneView, making it easy for marketers to go from planning to buying without additional steps, third-party fees, or missed audiences.
“The Roku clean room allows us to provide Omnicom clients holistic cross-screen measurement, planning and activation leveraging the Omni ID, which further expands our multi-party clean room’ capabilities,” says Adam Gitlin, president of Annalect, the data and analytics division that develops and manages Omnicom’s Omni orchestration platform.
Roku’s clean room will also be available to measurement providers in the Roku Measurement Partner Program, which includes more than 20 certified partners that help marketers understand the impact of ads on the Roku platform.
To learn more, read the full press release here.
America's #1 TV streaming platform claim is based on hours streamed (Hypothesis Group, October 2021).