Roku, Adobe Partner on Secure Data Collaboration Platform

Roku is partnering with Adobe to create a new data platform that allows advertisers and publishers to jointly discover, activate, and measure high-value audiences while prioritizing privacy.

This new collaboration sees Roku Data Cloud and Adobe’s Real-Time Customer Data Platform integrate, giving advertisers improved insights into streaming behavior and enabling them to drive more effective media strategies and discover new audiences. 

“Our partnership with Adobe is another step forward for the Roku Data Cloud. Advertisers can now better understand their audience, make use of valuable proprietary Roku data, and ultimately maximize their TV investment,” said Miles Fisher, senior director of strategic advertising partnerships at Roku, in a statement. “This integration will unlock the opportunity for traditional performance marketers—like search and social buyers—to plan, activate, and measure campaigns on Roku.” 

Ryan Fleisch, senior director of product marketing for Adobe Real-Time CDP and Audience Manager, added, “As consumers play a more active role in customizing their privacy preferences, brands are now focused on leveraging consent-driven data to personalize ad experiences and drive performance.” 

He continued, “Adobe Real-Time CDP collaboration empowers brands to jointly discover high-value audiences without moving or exposing directly identifiable customer data, and with Roku as a publisher partner, users can easily activate and measure campaigns that connect directly with streaming audiences.”

Some of the benefits advertisers will gain include real-time audience planning where campaigns are built to achieve specific business objectives; seamless audience activation where brands can build custom audiences and seamlessly activate them across Roku’s ad product suite; and optimized campaign measurement, which gives advertisers on-demand dashboards where they will be able to gain clear visibility into campaign attribution and overall performance to inform future optimizations. 

Roku recently relaunched its Roku Data Cloud service, which provides seamless connections for its partners to access, analyze, and leverage the streaming platform’s proprietary data to enhance connected TV media efforts.