Roku has unveiled a proprietary data analytics platform that aims to give partners more-direct access to the company’s connected TV measurement tools, the company announced on Monday.
The platform, called Roku Data Cloud, is geared toward advertisers, agencies and partners who seek “accurate and reliable information from Roku’s TV operating system,” which the company says will provide an “extensive view of viewership habits, preferences, and identity” across streaming TV apps and services supported within the Roku ecosystem.
“Starting with Roku Exchange, we have been working for greater interoperability in the entire programmatic ecosystem, and Roku Data Cloud is the perfect next step on delivering business outcomes for our advertisers,” Miles Fisher, the Senior Director of Strategic Advertising Partnerships at Roku, said in a statement. “As the number selling TV [operating system], we believe Roku is in the best position to help advertisers reach consumers and is shepherding digital precision to the largest screen at home. We are committed to making Roku more accessible and performant, and Roku Data Cloud is a milestone of progress.”
Roku is partnering with a number of third party measurement and campaign activation partners that will integrate analytics from Roku Data Cloud into their products. Those partners include Omnicom Media Group, PMG, Innovid, iSpot.TV and Yahoo DSP, among others. Roku’s integration will be tailored around campaign planning, activation, measurement and outcomes.
“Expanding on our collaboration with Roku, PMG can now uncover valuable behavioral insights that will allow our clients to develop deeper audience relationships and drive more effective campaigns,” Sam Bloom, the Head of Partnerships at PMG, said in a statement. “Integrating Roku’s rich TV viewership data into PMG’s Alli platform will empower data-informed decisions at every stage of a campaign. This partnership exemplifies our commitment to leveraging best-in-class data partnerships for delivering more precise and impactful streaming strategies in today’s evolving TV landscape.”
“As the TV streaming landscape matures, advertisers demand holistic measurement that clearly analyzes the ad campaigns’ impact on desired business outcomes,” Stuart Schwartzapfel, the Executive Vice President of Media Partnerships at iSpot, said on Monday. “Through our collaboration with Roku, iSpot is doing just that. We are enhancing measurement capabilities by leveraging data from and sharing insights back with the Roku platform through Roku Data Cloud. The results are already demonstrating the clear value of advertising on Roku’s home screen.”
“We are excited to partner with Roku on these three new significant integrations across identity, supply, and audience,” said Chandra Cirulnick, the Vice President of Global Supply Partnerships at Yahoo DSP. “By making Roku’s scale more addressable and connected to Yahoo DSP’s robust programmatic ecosystem, we will be able to drive unprecedented reach and engagement for marketers.”
“Through partnerships with industry leaders like Roku and our Harmony initiative to optimize CTV at the infrastructure level, Innovid is helping to pioneer a new era of measurable, impactful, and relevant TV advertising,” said Krista Panoff, the Senior Vice President of Global Enterprise Development at Innovid. “This integration enables us to share information through the Roku Data Cloud to create a powerful feedback loop of actionable, data-driven insights that help brands maximize media budgets and drive better outcomes across the streaming ecosystem.”
Roku said its new Roku Data Cloud solution pairs nicely with Roku Exchange, the self-serve advertising platform that allows businesses of all sizes to access Roku’s connected TV inventory.
