Streaming hardware and platform developer Roku is teaming up with Adobe to deliver more-personalized and performant advertising opportunities.
The partnership will see Roku blend its proprietary data and insights with Adobe’s Real-Time Customer Data Platform (CDP), which the companies said will allow marketers and publishers to “jointly discover, activate, and measure high-value audiences while prioritizing privacy.”
By working together, brands will be served with additional, improved insights into streaming behavior across Roku’s smart TVs, streaming devices and supported apps, which will enable them to “drive more effective media strategies and discover new audiences,” they said.
“Our partnership with Adobe is another step forward for the Roku Data Cloud. Advertisers can now better understand their audience, make use of valuable proprietary Roku data, and ultimately maximize their TV investment,” said Miles Fisher, the Senior Director of Strategic Advertising Partnerships at Roku. “This integration will unlock the opportunity for traditional performance marketers – like search and social buyers – to plan, activate, and measure campaigns on Roku.”
The Real-Time CDP Collaboration will involve real-time insights from Roku’s connected TV audiences, to include how those viewers overlap, which will allow advertisers to plan audience-based campaigns with specific business objectives in mind. Roku’s Data Cloud and Adobe’s Real-Time CDP will also enable brands to activate their campaigns across Roku’s advertising product suite.
In the future, on-demand dashboards will integrate Roku’s data with advertiser conversion data, which will give brands “clear visibility into campaign attribution and overall performance and to inform future optimizations,” the companies affirmed.
“As consumers play a more active role in customizing their privacy preferences, brands are now focused on leveraging consent-driven data to personalize ad experiences and drive performance,” said Ryan Fleisch, Senior Director of Product Marketing, Adobe Real-Time CDP and Audience Manager. “Adobe Real-Time CDP Collaboration empowers brands to jointly discover high-value audiences without moving or exposing directly identifiable customer data, and with Roku as a publisher partner, users can easily activate and measure campaigns that connect directly with streaming audiences.”
The Adobe integration is part of the recent launch of Roku Data Cloud, which provides a seamless connection for brand partners to access, analyze and leverage Roku’s proprietary streaming and audience-level data in an effort to better enhance connected TV media efforts.
More information about the partnership between Roku and Adobe is available on the Roku website by clicking or tapping here.
