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Roku’s Clean Room Evolves Into Its New Form: The Roku Data Cloud


Three years after starting its own data cleanup room, Roku is trying to bring something new to the table.

On Monday, the company announced the launch of a new offering, Roku Data Cloud, which gives marketers access to more accurate streaming TV data through ad technology and agency API partners.

Specifically, Data Cloud will be available through agency analytics services from Omnicom (Omni) and PMG (Alli), as well as measurement companies Innovid and iSpot. There will also be integration with Yahoo DSP on an advertiser basis, although this is expected in the second half of this year.

Miles Fisher, senior director of strategic advertising partnerships at Roku, told AdExchanger that the company doesn’t plan to charge a SaaS-like data subscription like many vendors in the space do.

“We are in the media business. We don’t deal with data,” Fisher said. “We don’t want to sell data for CPM.”

No more shouting at the clouds

The data cloud information itself comes directly from Roku’s Automatic Content Recognition (ACR) and first-party opt-in signals, including those from user logins and OS-wide purchases. ACR data feed, for example, enables audience segmentation based on viewing patterns, while OS data can identify potential demographics for targeting.

The Data Cloud feed and services are partly self-service, depending on the needs of the advertiser. Roku’s data science team works closely with partners such as PMG, Omnicom and Yahoo, for example, but allows measurement partners “to do the analytics themselves,” Fisher said.

Specifically for PMG, Data Cloud is built into the agency’s proprietary solution for analysis and insights, Alliso clients will be able to directly act on Roku data.

PMG’s previous relationship with Roku goes back at least a decade, including PMG’s recent acquisition of independent agency Camelot, said head of partnerships (and former Camelot CEO) Sam Bloom.

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Working with the new data cloud, Bloom said, has been particularly beneficial for clients in the financial services, QSR, retail and travel categories, which appear to be “bidding higher” — in other words, buying more ad space.

“When we bring in Roku data, we see clients rely more and feel more confident in the results, because it’s more like the data they’re used to,” Bloom noted.

What top performance looks like

Despite its rise in popularity over linear TV, CTV is difficult to measure against other digital ad channels. (“Attribution is a last-click world, and there really aren’t any clicks in television,” Fisher said.)

Ideally, the Roku Data Cloud will improve addressability for CTV audiences at scale, especially given that one out of every three new TVs sold in North America comes with Roku’s software built-in, according to company estimates.

Clients with mid- and upper-stream campaigns “want to be performant,” Bloom said. As for CTV, “we have the data for those things now.”



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