Roku Partners with Adobe to Enhance Personalized Advertising through Real-Time Data Collaboration

Roku has announced a strategic partnership with Adobe to help brands enhance their advertising strategies by leveraging Roku’s proprietary data and insights. This collaboration will introduce a new level of personalized and high-performance advertising, empowering advertisers to more effectively engage with their audiences. Through an integration between the Roku Data Cloud and Adobe Real-Time Customer Data Platform (CDP), this partnership offers a secure, privacy-focused data collaboration environment, enabling advertisers and publishers to discover, activate, and measure valuable audiences.

The integration will allow advertisers to gain deeper insights into streaming behaviors, enabling them to create more targeted media strategies and uncover new audience segments.

“Our partnership with Adobe marks a significant milestone for the Roku Data Cloud. Advertisers can now gain a deeper understanding of their audience, tap into valuable Roku data, and maximize their TV investment,” said Miles Fisher, Senior Director of Strategic Advertising Partnerships at Roku. “This integration opens up exciting opportunities for traditional performance marketers—such as search and social media buyers—to plan, activate, and measure campaigns on Roku.”

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Key Benefits of the Roku and Adobe Partnership

Through the integration of Adobe Real-Time CDP, advertisers will benefit from the following capabilities:

• Real-Time Audience Planning: With access to real-time insights into Roku’s engaged CTV audiences, advertisers will be able to plan audience-focused campaigns tailored to specific business goals, and better understand audience overlap.
• Seamless Audience Activation: Brands will be able to create custom audiences using the Roku Data Cloud within Adobe’s Real-Time CDP, allowing for seamless audience activation across Roku’s ad products.
• Optimized Campaign Measurement: Upcoming on-demand dashboards will integrate Roku data with advertiser conversion metrics, providing clear visibility into campaign attribution, performance, and future optimization opportunities.

“As consumers increasingly manage their privacy preferences, brands are now focused on using consent-driven data to personalize ad experiences and boost performance,” said Ryan Fleisch, Senior Director of Product Marketing for Adobe Real-Time CDP and Audience Manager. “Adobe Real-Time CDP Collaboration enables brands to discover high-value audiences while safeguarding directly identifiable customer data. With Roku as a publisher partner, advertisers can effortlessly activate and measure campaigns that effectively engage streaming audiences.”

Building on Roku’s Data Cloud Innovation

This partnership further enhances the Roku Data Cloud, which was recently launched to provide a seamless connection for partners to access, analyze, and utilize Roku’s proprietary data, elevating CTV media efforts. It also reflects Roku’s ongoing commitment to making TV data more accessible, addressable, and high-performing for advertisers and partners alike.