Roku has announced a ‘privacy-first’ data collaboration that allows advertisers and agencies to use their encrypted first-party data to plan and measure advertising campaigns on the streaming platform.
Advertisers are required to load their data into a secure environment that allows brands to match their own data to Roku’s without sharing or exposing any identifiable data. Within Roku’s clean room, advertisers then have the freedom to query matched data and run their own analyses to understand potential campaign reach, current audience delivery, and advertising impact on product sales and sign-ups.
“The future of TV advertising won’t rely on fragile cookies or consortiums, but on direct connection with actual consumers,” said Louqman Parampath, VP of Product Management, Roku. “We are thrilled to help marketers accelerate their shift to TV streaming by putting privacy and transparency first.”
Omnicom Media Group, dentsu, Horizon Media, Icon Media Direct, and Camelot are already using Roku’s clean room on live campaigns. It is also directly integrated with OneView, Roku’s ad platform built for TV streaming, to make it easy for marketers to go from planning to buying without additional steps, third-party fees, or missed audiences.
“Roku’s clean room allows us to provide Omnicom clients holistic, cross-screen measurement, planning and activation leveraging the Omni ID, which further expands our multi-party clean room capabilities,” says Adam Gitlin, president of Annalect, the data and analytics division that develops and manages Omnicom’s Omni orchestration platform.
Roku’s clean room will also be available to measurement providers in the Roku Measurement Partner Program, which includes more than 20 certified partners that help marketers understand the impact of ads on the Roku platform.
