On January 6, 2025, Roku, Inc., the leading TV streaming platform in the U.S., announced the launch of Roku Data Cloud. This new platform enables partners to access, analyze, and leverage Roku’s proprietary TV data seamlessly. As investments in TV streaming media grow, the need for enhanced accountability also increases, and Roku Data Cloud makes planning, optimization, and measurement more transparent.
Focusing on accountability and mutual growth, Roku Data Cloud connects advertisers, agencies, and partners to accurate and reliable information from Roku’s TV operating system. This system provides a comprehensive view of viewership habits, preferences, and identity. Partners can access Roku Data Cloud through Roku’s clean room, driving outcomes through inventory in Roku Exchange. In addition to giving brands a better understanding of viewers and how to reach them precisely, Roku Data Cloud reveals ad campaign data that informs future strategies across all stages of the marketing cycle, maximizing TV streaming investment.
Miles Fisher, Senior Director of Strategic Advertising Partnerships at Roku, stated that Roku has been working toward greater interoperability in the programmatic ecosystem since launching Roku Exchange. Roku Data Cloud is seen as the ideal next step to deliver business outcomes for advertisers. As the #1 selling TV OS, Roku is well-positioned to help advertisers reach consumers and is advancing digital precision to the largest screen in the home. Roku is committed to making its platform more accessible and efficient, and Roku Data Cloud is a significant milestone in this progress.
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Roku is partnering with industry leaders across each phase of the campaign journey: planning, activation, and outcomes and measurement.
Planning: Roku is integrating its TV data into leading marketing intelligence platforms used by well-known global brands.
- Omnicom Media Group will use the solution to maximize the effectiveness of clients’ spend on the streaming platform by combining Roku viewer data with customized audience data in Omni, an open operating system supporting all Omnicom agencies. This will enable more precise planning and relevant messaging.
- PMG’s Alli platform allows media planners to gain insights into audience behavior and preferences, helping optimize campaigns. With the unique capability to plan directly addressable audiences, Alli connects strategic insights to media trafficking in an end-to-end solution, ensuring marketing campaigns are targeted effectively at any stage of the funnel.
Activation: Roku is expanding its partnership with Yahoo with three new integrations: enabling Yahoo ConnectID through Roku Data Cloud, directly connecting Roku Exchange to Yahoo Backstage, and activating Roku audiences on the Yahoo Demand-Side Platform (DSP). This partnership allows advertisers to access Roku inventory seamlessly and apply Roku audiences in the Yahoo DSP for enhanced targeting and performance throughout a campaign.
Outcomes and Measurement: The following partnerships aim to enhance advertising outcomes and improve CTV measurement through deeper data integrations within Roku Data Cloud:
- Innovid plans to collaborate with Roku to share in-flight campaign information, providing Roku Exchange with additional signals to optimize for multiple KPIs, including reach, unique reach, and conversions, to improve campaign effectiveness, relevance, and impact.
iSpot.TV, a previously announced partner, will continue to work with Roku on incorporating Roku signals into their measurement suite and sharing in-flight campaign insights to optimize campaign performance.
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