Roku launches data cloud

Roku Data Cloud allows advertisers, agencies and partners to receive information from Roku’s TV operating system to find data on topics including viewership habits, preferences and identity.

Users can connect to Roku Data Cloud via Roku’s clean room, and in addition the cloud will unearth advertising campaign data that informs future strategy across all phases of the marketing cycle.

Partners for Roku Data Cloud include Omnicom Media Group, which will use Roku viewer data with customisable audience data in its open operating system Omni, and PMG’s Alli tool, which will provide insight into audience behaviour and preferences to inform client campaigns.

Roku will also expand its partnership with Yahoo with three integrations – allowing 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.

In addition, Roku will work with Innovid on sharing in-flight campaign information and iSpot.TV on incorporating Roku signals into iSpot’s measurement suite.

Miles Fisher, senior director of strategic advertising partnerships at Roku, aid: “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.

“We are committed to making Roku more accessible and performant, and Roku Data Cloud is a milestone of progress.”