Roku unveils advertising clean room for streaming TV

Ahead of the Upfronts Roku has launched a data "clean room" for advertisers, creating a secure environment for ad planning and measurement with Roku that’s built for streaming TV.

It allows advertisers to load their encrypted first-party data and have a secure connection between Roku data, including audience and linear TV information from direct relationships on Roku. The aim is to make planning and measuring advertising campaigns with Roku easier.

Roku VP of Product Management, Advertising Louqman Parampath said in a statement that the future of TV advertising won’t rely on fragile cookies or consortiums.

“As browser cookie and mobile ID data disappears, first-party data from direct consumer relationships stands out as the gold-standard for advertising,” Parampath told Fierce Video. “At the same time, there is growing demand and need by consumers to ensure that their data is protected. Roku’s clean room allows marketers to match their first-party data directly to Roku data in a secure environment.”

The secure connection allows brands to match up their data with Roku’s without revealing or sharing any identifiable data and also protecting Roku consumers from direct identification. Advertisers can query matched data and run analyses to understand campaign reach, audience deliver, and advertising impact on product sales and sign-ups.

The clean room “puts privacy and transparency first to help markets navigate the evolving data landscape and changing consumer needs,” Parampath continued.

The clean room is launching with partners Omnicom Media Group, dentsu, Horizon Media, Icon Media Direct, and Camelot, which are all tapping the platform for live campaigns today.

Omnicon and dentsu touted the platform in the announcement.

“We are very excited to integrate dentsu’s M1 identity platform with Roku’s clean room in Snowflake. This will allow us to seamlessly activate campaigns against our strategic audiences at the highest level of fidelity to maximize effectiveness,” Brad Stockton, SVP US Video Innovation at dentsu, in a statement.

It’s also integrated with Roku’s OneView ad platform, which rolled out in 2020 and the company says eases the process of going from planning to buying without the need for extra steps, third-party fees or missed audiences. In February, Roku launched Nielsen Digital Ad Ratings audience guarantees on the cross-screen stearming ad buying platform. 

“Roku’s clean room is purpose-built for TV streaming. It is the only clean room that offers audience data from direct consumer relationships on Roku and ad exposure data from OneView,” Parampath said.

Foursquare is also using Roku’s cleanroom for more personalized and better attributed ad campaigns in OneView across devices and platforms.

In other advertising moves, Roku this month debuted the beta version of a new dynamic linear ad (DLA) product, with the aim of increasing addressable advertising reach of linear TV. Releasing commercially later this year, it's already backed by publishers such as AMC Networks and Crown Media.