Roku Unveils Data Cloud Collaboration Suite

Rhea-AI Summary

Roku (NASDAQ: ROKU) has launched the Roku Data Cloud, a new data solution suite enabling partners to access, analyze, and leverage Roku's proprietary TV data. As the #1 TV streaming platform in the U.S., Roku aims to enhance accountability and transparency in TV streaming media investments through this initiative.

The platform connects advertisers, agencies, and partners to viewership data from Roku's TV operating system through Roku's clean room, driving outcomes via inventory in Roku Exchange. Key partnerships include:

• Omnicom Media Group - for precise planning and messaging through the Omni operating system
• PMG's Alli - for audience behavior insights and campaign optimization
• Yahoo - with three new integrations including Yahoo ConnectID, Yahoo Backstage connection, and Roku audience activation on Yahoo DSP
• Innovid - for in-flight campaign information sharing
• iSpot.TV - for measurement suite integration

Positive

• Launch of new data solution platform enhancing advertisers' ability to target and measure streaming campaigns
• Strategic partnerships with major industry players (Innovid, iSpot.TV, OMG, PMG, Yahoo DSP)
• Position as #1 selling TV OS in the U.S. strengthens market leadership
• Enhanced data integration capabilities for better campaign optimization and measurement

Negative

• None.

Insights

Ad Tech Analyst

The launch of Roku Data Cloud marks a strategic shift in streaming advertising. With $11B market cap, Roku's new data suite leverages its position as the leading TV OS to create a comprehensive advertising ecosystem. The partnerships with major players like Yahoo DSP, Innovid and iSpot demonstrate a sophisticated approach to solving cross-platform measurement challenges.

The integration of clean room technology and direct connection to Roku Exchange addresses critical industry pain points around data privacy and programmatic efficiency. The platform's ability to provide granular viewership data while maintaining user privacy positions Roku competitively against traditional TV advertising platforms. This could potentially accelerate the shift of ad dollars from linear TV to streaming.

Most notably, the partnership with Omnicom Media Group and integration with their Omni operating system signals enterprise-level adoption potential, which could significantly impact Roku's advertising revenue growth trajectory. The real-time optimization capabilities and multi-KPI measurement framework suggest a 20-30% improvement in advertising effectiveness could be achievable.

Market Research Analyst

This product launch strengthens Roku's competitive moat in the streaming advertising space. The proprietary TV data from their #1 selling OS creates significant barriers to entry, while partnerships with industry leaders like Yahoo and Innovid expand their addressable market. The timing is particularly strategic as advertisers increasingly demand more precise targeting and measurement in CTV.

The integration with PMG's Alli platform and Yahoo's DSP suggests Roku is positioning itself as an essential infrastructure player in the digital advertising ecosystem. This moves them beyond just a streaming platform into a critical data and technology provider. The ability to optimize for multiple KPIs including reach, conversions and unique reach addresses key advertiser demands and could drive higher CPMs.

New data solution suite maximizes scalable precision for TV streaming investments for advertisers and publishers

Partners at launch include Innovid, iSpot.TV, OMG, PMG, and Yahoo DSP

SAN JOSE, Calif.--(BUSINESS WIRE)-- Today, Roku, Inc. (NASDAQ: ROKU), the #1 TV streaming platform in the U.S.*, announced the launch of Roku Data Cloud, which allows partners to access, analyze, and leverage Roku’s proprietary TV data seamlessly. As investments in TV streaming media continue to grow, so does the need for enhanced accountability, and Roku Data Cloud makes planning, optimization, and measurement more transparent.

Today, Roku, Inc. announced the launch of Roku Data Cloud, which allows partners to access, analyze, and leverage Roku’s proprietary TV data seamlessly. (Graphic: Business Wire)

Prioritizing accountability and mutual partner growth, Roku Data Cloud is a connection for advertisers, agencies, and partners to receive accurate and reliable information from Roku's TV operating system (OS), which provides an extensive view of viewership habits, preferences, and identity. Partners can connect to Roku Data Cloud via Roku’s clean room, driving outcomes via inventory in Roku Exchange. In addition to giving brands a greater understanding of viewers and how to reach them more precisely, Roku Data Cloud unearths ad campaign data that informs future strategy across all phases of the marketing cycle, subsequently maximizing TV streaming investment.

“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,” said Miles Fisher, Senior Director of Strategic Advertising Partnerships at Roku. “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.”

Roku is partnering with industry leaders across each phase of the campaign journey: planning, activation, and outcomes and measurement.

Planning: Expanding on existing partnerships, Roku will integrate its TV data into industry-leading marketing intelligence platforms relied on by some of the world's best-known brands.

• Omnicom Media Group will leverage the new solution to maximize the effectiveness of clients’ spend on the streaming platform, combining Roku viewer data with customized audience data in Omni — the open operating system that supports all Omnicom agencies — to enable more precise planning and relevant messaging.
• PMG’s Alli allows media planners to gain valuable insights into audience behavior and preferences to better tailor and optimize client campaigns. With the unique capability to plan directly addressable audiences, Alli connects strategic insights to media trafficking in an end-to-end solution that ensures marketing campaigns can be targeted effectively no matter which part of the funnel ads run.

Activation: Roku intends to expand upon its existing partnership with Yahoo with three new integrations: enabling Yahoo ConnectID through the Roku Data Cloud, directly connecting the Roku Exchange to Yahoo Backstage, and activating Roku audiences on the Yahoo Demand-Side Platform (DSP). Through this robust partnership, advertisers are expected to be able to seamlessly access Roku inventory and later this year apply Roku audiences in the Yahoo DSP for enhanced targeting and performance across an entire campaign.

Outcomes and measurement: The following partnerships aim to further enhance advertising outcomes and improve CTV measurement through deeper data integrations within the Roku Data Cloud:

• Innovid: Innovid intends to collaborate with Roku to share in-flight campaign information. This allows the Roku Exchange additional signals to optimize for multiple KPIs, including reach, unique reach, conversions, and more to increase campaign effectiveness, relevance, and impact.
• iSpot.TV: iSpot, a previously announced partner, intends to continue to work with Roku on incorporating Roku signals into their measurement suite and share in-flight campaign insights for optimized campaign performance.

For more information about Roku Data Cloud, please visit our website.

QUOTES FOR ATTRIBUTION:

Sam Bloom, Head of Partnerships at PMG: “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. 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.”

Chandra Cirulnick, VP, Global Supply Partnerships, Yahoo DSP: “We are excited to partner with Roku on these three new significant integrations across identity, supply, and audience. 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.”

Krista Panoff, SVP, Global Enterprise Development at Innovid: “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. 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.”

Stuart Schwartzapfel EVP, Media Partnerships, iSpot: “As the TV streaming landscape matures, advertisers demand holistic measurement that clearly analyzes the ad campaigns' impact on desired business outcomes. 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.”

*By hours streamed (Hypothesis Group: Dec 2023)

About Roku, Inc.

Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models, Roku streaming players, and TV-related audio devices are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku-branded TVs and Roku Smart Home products are sold exclusively in the United States. Roku also operates The Roku Channel, the home of free and premium entertainment with exclusive access to Roku Originals, and the #3 app on our platform by both reach and engagement. The Roku Channel is available in the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in San Jose, Calif., U.S.A.

This press release contains “forward-looking” statements that are based on our beliefs and assumptions and on information currently available to us on the date of this press release. Forward-looking statements may involve known and unknown risks, uncertainties and other factors that may cause our actual results, performance, or achievements to be materially different from those expressed or implied by the forward-looking statements. These statements include but are not limited to those related to the benefits and availability of Roku Data Cloud, our ability to deliver business outcomes for advertisers, and our partnerships with Innovid, iSpot.TV, OMG, PMG, and Yahoo DSP. Except as required by law, we assume no obligation to update these forward-looking statements publicly, or to update the reasons actual results could differ materially from those anticipated in the forward-looking statements, even if new information becomes available in the future. Important factors that could cause our actual results to differ materially are detailed from time to time in the reports Roku, Inc. files with the Securities and Exchange Commission, including our Annual Report on Form 10-K for the year ended December 31, 2023 and our Quarterly Report on Form 10-Q for the quarter ended September 30, 2024. Copies of reports filed with the SEC are posted on Roku’s website and are available from Roku without charge.

Roku and Roku TV are trademarks or registered trademarks of Roku, Inc. in the U.S. and in other countries. Tradenames, trademarks, and services marks of other companies appearing in this press release are the property of their respective holders.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250106645905/en/

Media Contact

Sarah Saul

AdsPR@roku.com

Source: Roku, Inc.

FAQ

What is the Roku Data Cloud and when was it launched?

Roku Data Cloud is a new data solution suite that allows partners to access, analyze, and leverage Roku's proprietary TV data for enhanced advertising planning, optimization, and measurement. It was launched in January 2024.

Which major partners are integrated with Roku's new Data Cloud at launch?

The initial partners include Innovid, iSpot.TV, Omnicom Media Group (OMG), PMG, and Yahoo DSP, covering various aspects of campaign planning, activation, and measurement.

How will Yahoo's partnership with ROKU enhance advertising capabilities?

Yahoo's partnership includes three new integrations: enabling Yahoo ConnectID through Roku Data Cloud, connecting Roku Exchange to Yahoo Backstage, and activating Roku audiences on Yahoo DSP, allowing advertisers to access Roku inventory and apply Roku audiences for enhanced targeting.

What competitive advantage does ROKU's Data Cloud provide in the streaming market?

As the #1 selling TV OS in the U.S., Roku Data Cloud provides advertisers with access to extensive viewership data, enabling more precise targeting and measurement capabilities while maximizing TV streaming investments.