Roku Unveils Data Cloud Collaboration Suite

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

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

YearInc., the #1 TV streaming platform 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 investment in TV streaming media continues to grow, so does the need for increased accountability, and Roku Data Cloud makes planning, optimization and measurement more transparent.

“As the #1 selling TV OS, we believe Roku is best positioned to help advertisers reach consumers, bringing digital precision to the home’s biggest screen. We are committed to making Roku more accessible and powerful, and the Roku Data Cloud is a milestone in our progress.”

Prioritizing partner accountability and mutual growth, the Roku Data Cloud is the connection for advertisers, agencies and partners to get accurate and reliable information from the Roku TV operating system (OS) that provides a comprehensive view of viewer habits, preferences and identity. Partners can connect to the Roku Data Cloud through the Roku Clean Room and achieve results through inventory on the Roku Exchange. In addition to enabling brands to better understand 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, thereby maximizing investment in TV streaming.

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“Starting with Roku Exchange, we’ve been working toward greater interoperability across the programmatic ecosystem, and Roku Data Cloud is the perfect next step to deliver business results for our advertisers,” said Miles Fisher, senior director of strategic ad partnerships at Roku. “As the #1 selling TV OS, we believe Roku is best positioned to help advertisers reach consumers, bringing digital precision to the home’s biggest screen. We are committed to making Roku more accessible and powerful, and the Roku Data Cloud is a milestone in our progress.”

Roku works with industry leaders at every stage of a campaign: planning, activation, and results and measurement.

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

• Omnicom Media Group will leverage a new solution to maximize client spend efficiency on the streaming platform by combining Roku viewership data with Omni’s customized audience data — an open operating system that supports all Omnicom agencies – enabling more accurate planning and relevant messaging.
• Alli from PMG enables media planners to gain valuable insights into audience behavior and preferences to better tailor and optimize client campaigns. With a unique ability to plan directly to target audiences, Alli combines strategic insights with media trading in a comprehensive solution that ensures effective targeting of marketing campaigns, regardless of which part of the funnel ads are running.

Activation: Roku intends to expand its existing partnership with Yahoo with three new integrations: enabling Yahoo ConnectID through the Roku Data Cloud, connecting Roku Exchange directly 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 use Roku Audiences in Yahoo DSP for better targeting and campaign-wide performance.

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Results and measurements: The following partnerships aim to further improve advertising results and improve CTV measurement through deeper data integration within the Roku Data Cloud:

• Innovates: Innovid intends to work with Roku to share campaign information on the fly. This allows Roku Exchange to further optimize signals 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 working with Roku to incorporate Roku signals into their measurement suite and share ongoing campaign statistics for optimized campaign performance.