Press release
Roku’s Clean Room Debuts for Advertisers Ahead of TV Upfronts
Omnicom Media Group, dentsu, Horizon Media, Icon Media Direct, and Camelot tap first data clean room purpose-built for TV streaming SAN JOSE,
About this update from Roku, Inc.
[{"type":"text","content":"\nOmnicom Media Group, dentsu, Horizon Media, Icon Media Direct, and Camelot tap first data clean room purpose-built for TV streaming\n\n SAN JOSE, Calif.--(BUSINESS WIRE)--\nRoku, Inc. (Nasdaq: ROKU) today announced Roku’s clean room, a privacy-first data collaboration environment that allows advertisers and agencies to use their encrypted first-party data to make planning and measuring advertising campaigns with Roku easier, all without relying on cookies or consortiums.\n\nRoku’s clean room is purpose-built for TV streaming. The planning and measurement capabilities make it the only clean room to use audience data and linear TV data from direct consumer relationships on Roku, America’s No. 1 TV streaming platform*.\n\nTo get started, an advertiser loads their data into a secure environment. Roku’s clean room creates a secure connection between Roku data and the advertiser’s data. This allows brands to match their own data to Roku’s without sharing or exposing any identifiable data, all while protecting Roku consumers from direct identification. Within Roku’s clean room, advertisers then have the freedom to query matched data and run their own analyses to understand potential campaign reach, current audience delivery, and advertising impact on product sales and sign-ups. Roku’s clean room is built on top of Snowflake and its industry-leading Media Data Cloud technologies.\n\n“The future of TV advertising won’t rely on fragile cookies or consortiums, but on direct connection with actual consumers,” said Louqman Parampath, VP of Product Management, Roku. “We are thrilled to help marketers accelerate their shift to TV streaming by putting privacy and transparency first.”\n\nOmnicom Media Group, dentsu, Horizon Media, Icon Media Direct, and Camelot are all using Roku’s clean room today on live campaigns. Roku’s clean room is also directly integrated with OneView, Roku’s ad platform built for TV streaming, to make it easy for marketers to go from planning to buying without additional steps, third-party fees, or missed audiences.\n\n“Roku’s clean room allows us to provide Omnicom clients holistic, cross-screen measurement, planning and activation leveraging the Omni ID, which further expands our multi-party clean room capabilities,” says Adam Gitlin, president of Annalect, the data and analytics division that develops and manages Om...