Advanced Television

Roku launches Data Cloud collaboration suite

January 6, 2025

Roku has announced the launch of Roku Data Cloud, which allows partners to access, analyse and leverage Roku’s proprietary TV data seamlessly.

Prioritising accountability and mutual partner growth, Roku Data Cloud is a connection for advertisers, agencies and partners to receive accurate information from Roku’s TV operating system (OS), which provides an extensive view of viewership habits, preferences and identity. Partners can connect to Roku Data Cloud via Roku’s clean room, driving outcomes via 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 informs future strategy across all phases of the marketing cycle, subsequently maximising TV streaming investment.

“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,” commented 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.”

Roku is partnering with a number industry players across each phase of the campaign journey: planning, activation, and outcomes and measurement.

Planning: Expanding on existing partnerships, Roku will integrate its TV data into marketing intelligence platforms relied on by some of the world’s leading brands.

Omnicom Media Group will leverage the new solution to maximise the effectiveness of clients’ spend on the streaming platform, combining Roku viewer data with customised audience data in Omni — the open operating system that supports all Omnicom agencies — to enable more precise planning and relevant messaging.

· PMG’s Alli allows media planners to gain insights into audience behaviour and preferences to better tailor and optimise client campaigns. With the 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.

Activation: Roku intends to expand upon its existing partnership with Yahoo 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 Demand-Side Platform (DSP). Through this partnership, advertisers are expected to 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 and measurement: The following partnerships aim to further enhance advertising outcomes and improve CTV measurement through deeper data integrations within the Roku Data Cloud:

· Innovid: Innovid intends to collaborate with Roku to share in-flight campaign information. This allows the Roku Exchange additional signals to optimize for multiple KPIs, including reach, unique reach, conversions, and more 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 optimised campaign performance.

Sam Bloom, Head of Partnerships at PMG, commented: “Expanding on our collaboration with Roku, PMG can now uncover valuable behavioural insights that will allow our clients to develop deeper audience relationships and drive more effective campaigns. Integrating Roku’s rich TV viewership data into PMG’s Alli platform will empower data-informed decisions at every stage of a campaign. This partnership exemplifies our commitment to leveraging best-in-class data partnerships for delivering more precise and impactful streaming strategies in today’s evolving TV landscape.”

Chandra Cirulnick, VP, Global Supply Partnerships, Yahoo DSP, said: “We are excited to partner with Roku on these three new significant integrations across identity, supply, and audience. By making Roku’s scale more addressable and connected to Yahoo DSP’s robust programmatic ecosystem, we will be able to drive unprecedented reach and engagement for marketers.”

Krista Panoff, SVP, Global Enterprise Development at Innovid, said: “Through partnerships with industry leaders like Roku and our Harmony initiative to optimise CTV at the infrastructure level, Innovid is helping to pioneer a new era of measurable, impactful, and relevant TV advertising. This integration enables us to share information through the Roku Data Cloud to create a powerful feedback loop of actionable, data-driven insights that help brands maximize media budgets and drive better outcomes across the streaming ecosystem.”

Stuart Schwartzapfel EVP, Media Partnerships, iSpot, added: “As the TV streaming landscape matures, advertisers demand holistic measurement that clearly analyses the ad campaigns’ impact on desired business outcomes. Through our collaboration with Roku, iSpot is doing just that. We are enhancing measurement capabilities by leveraging data from and sharing insights back with the Roku platform through Roku Data Cloud. The results are already demonstrating the clear value of advertising on Roku’s home screen.”

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