Streaming Giant Roku Signs Partners for New Data Cloud

US-based streaming platform and viewing device supplier Roku has launched a Data Cloud, giving partner companies seamless access to its proprietary TV data for analysis and optimization purposes.

San Jose, CA-based Roku provides TVs, streaming players and TV-related audio devices in countries around the world via a combination of direct retail sales and licensing arrangements with TV OEM brands; as well as Roku-branded TVs and Roku Smart Home products exclusively in the USA. It also operates entertainment service The Roku Channel, which is currently available in the US, Canada, Mexico and the UK. The firm's TV operating system (OS) provides an extensive view of viewing habits, preferences and identity, including a clean room and integration with the Roku Exchange for programmatic advertising.

The company says the new Data Cloud 'unearths ad campaign data that informs future strategy across all phases of the marketing cycle'. This is achieved with the help of partners from the planning, activation, and outcomes & measurement stages of the campaign cycle. At the planning stage, existing partnerships with OMG and with PMG's Alli will be extended to integrate Roku TV and customized audience data with marketing intelligence platforms. Partners / integrations for activation include Yahoo's ConnectID and Backstage offerings; while for outcomes & measurement Roku aims to enhance advertising outcomes and improve CTV measurement through deeper data integrations with Innovid (sharing in-flight campaign information) and iSpot.TV, which will continue incorporating Roku signals into its measurement suite and also share in-flight campaign insights.

Miles Fisher (pictured), the company's Senior Director of Strategic Advertising Partnerships, comments: '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. As the #1 selling TV OS, 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'.

Web site: www.roku.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.