Roku Unveils Data Cloud Collaboration Suite

New suite of data solutions maximizes scalable accuracy for streaming TV investments for advertisers and publishers

Launch partners include Innovid, iSpot.TV, OMG, PMG and Yahoo DSP

YearInc., the No. 1 TV streaming platform. 1 in the US*, announced the launch of Roku Data Cloud, which enables partners to seamlessly access, analyze and leverage Roku’s proprietary TV data. As investments in TV streaming media continue to grow, so does the need for enhanced accountability, and Roku Data Cloud makes planning, optimization and measurement more transparent.

“As the No. 1 selling TV operating system, we believe Roku is in the best position to help advertisers reach consumers and shepherd digital precision to the biggest screen in the home. We are committed to making Roku more accessible and performing, and Roku Data Cloud is a milestone of progress.”

Prioritizing the accountability and mutual growth of partners, Roku Data Cloud is a connection for advertisers, agencies and partners to receive accurate and reliable information from Roku’s TV operating system (OS), providing an extensive view of the habits, preferences and identity of the viewer. Partners can connect to Roku Data Cloud via Roku’s clean room, driving results 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 uncovers ad campaign data that informs future strategy at all stages of the marketing cycle, subsequently maximizing investment in streaming TV.

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“Starting with Roku Exchange, we’re working toward greater interoperability across the programmatic ecosystem, and Roku Data Cloud is the perfect next step in delivering business results for our advertisers,” said Miles Fisher, Senior Director of Advertising Partnerships. Strategy on Roku. “As the No. 1 selling TV operating system, we believe Roku is in the best position to help advertisers reach consumers and is shepherding digital precision to the biggest screen in the home. We are committed to making Roku more accessible and performing, and Roku Data Cloud is a milestone of progress.”

Roku partners with industry leaders in every phase of the campaign journey: planning, activation, results and measurement.

Planning: Expanding on existing partnerships, Roku will integrate its TV data into the industry-leading marketing intelligence platforms that some of the world’s most famous brands rely on.

• Omnicom Media Group will leverage the new solution to maximize the effectiveness of customer spending on the streaming platform by combining Roku viewer data with personalized audience data in Omni – the open operating system that supports all Omnicom agencies – to enable more accurate planning and relevant messaging.
• Alli of PMG allows media planners to gain valuable insights on audience behavior and preferences to better adapt and optimize customer campaigns. With the unique ability to plan directly addressable audiences, Alli connects strategic insights to media traffic in an end-to-end solution that ensures marketing campaigns can be targeted effectively, regardless of which part of the ads funnel runs.

Activation: Roku plans to expand 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 enabling Roku audiences on the Yahoo Demand-Side Platform (DSP ). Through this robust 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.

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Results and measurement: The following partnerships aim to further enhance advertising results and improve CTV measurement through deeper data integrations in the Roku Data Cloud:

• Innovate: Innovid plans to partner with Roku to share campaign information in-flight. This allows additional Roku Exchange 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, plans to continue working with Roku to incorporate Roku signals into its measurement suite and share campaign insights on the fly for optimized campaign performance.