Roku, Inc., the leading TV streaming platform in the U.S.*, has launched Roku Data Cloud, a powerful new solution designed to give advertisers, agencies, and partners seamless access to Roku's proprietary TV data. This innovative platform is built to meet the growing demand for greater accountability in the TV streaming media space, providing transparency in planning, optimization, and measurement. As investments in TV streaming continue to surge, Roku Data Cloud empowers partners with the tools needed to drive impactful outcomes and maximize their investment.

Roku Data Cloud: A Game Changer in TV Streaming Advertising

At the core of Roku Data Cloud is its ability to offer advertisers, agencies, and partners accurate, reliable, and actionable insights based on Roku's vast TV operating system (OS). This data includes viewership habits, preferences, and identity, enabling brands to reach their target audiences more precisely. With Roku’s clean room and Roku Exchange, partners can connect directly to the platform, driving results through enhanced targeting and optimization.

“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 in delivering business outcomes for our advertisers,” said Miles Fisher, Senior Director of Strategic Advertising Partnerships at Roku. “As the #1 selling TV OS, Roku is in the best position to help advertisers reach consumers and drive precision on the largest screen at home. Roku Data Cloud is a milestone in our commitment to improving accessibility and performance for advertisers.”

Strategic Partnerships Across the Campaign Journey

Roku Data Cloud offers deep integration across all phases of the advertising campaign journey, from planning to activation, and finally, to outcomes and measurement. The platform’s partnerships with leading industry players enhance campaign effectiveness and drive growth.

Planning: Roku is strengthening its partnerships by integrating its TV data into industry-leading marketing intelligence platforms. Notable collaborations include:

• Omnicom Media Group, which will combine Roku's viewer data with Omni, an open operating system that powers Omnicom agencies, to enhance audience targeting and messaging.
• PMG’s Alli platform, which allows media planners to gain valuable insights into audience behavior, optimizing campaigns with a more tailored approach to media targeting.

Activation: Roku is expanding its partnership with Yahoo with three new integrations, enabling Yahoo ConnectID through Roku Data Cloud and connecting Roku Exchange to Yahoo Backstage. This expansion will allow advertisers to seamlessly access Roku’s inventory and apply audiences in the Yahoo Demand-Side Platform (DSP) for enhanced campaign targeting.

Outcomes and Measurement: Roku Data Cloud will also enhance advertising outcomes through its partnerships with Innovid and iSpot.TV, which will leverage in-flight campaign information to improve performance metrics and provide deeper data insights.

• Innovid will collaborate with Roku to optimize campaigns using additional signals, boosting effectiveness across multiple KPIs, such as reach and conversions.
• iSpot.TV, continuing its partnership with Roku, will incorporate Roku data into its measurement suite to enhance campaign performance and insights.

Quotes for Attribution

Sam Bloom, Head of Partnerships at PMG:

“Expanding on our collaboration with Roku, PMG can now uncover valuable behavioral 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.”

Chandra Cirulnick, VP of Global Supply Partnerships, Yahoo DSP:

“We are excited to partner with Roku on these three 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 of Global Enterprise Development at Innovid:

“Through partnerships with industry leaders like Roku and our Harmony initiative to optimize CTV at the infrastructure level, Innovid is helping to pioneer a new era of measurable, impactful, and relevant TV advertising.”

Stuart Schwartzapfel, EVP of Media Partnerships at iSpot:

“As the TV streaming landscape matures, advertisers demand holistic measurement that clearly analyzes the ad campaigns' impact on desired business outcomes. Through our collaboration with Roku, iSpot is enhancing measurement capabilities by leveraging data from Roku Data Cloud.”

Roku Data Cloud marks a significant step in revolutionizing TV streaming advertising by providing unparalleled access to TV viewership data and streamlined campaign optimization. Through its strategic partnerships and enhanced data integrations, Roku is setting new standards for accountability and precision in digital advertising. As investments in TV streaming continue to grow, Roku Data Cloud is poised to maximize return on investment for brands and advertisers across the industry.