Streaming has completely reshaped how audiences discover content—and how brands connect with them. As platforms multiply, content discovery is harder than ever, and advertisers are navigating a complex, fragmented landscape. Enter Roku. 

With the largest TV operating system in the U.S., Roku is solving these challenges by combining data, content, and consumer-first ad experiences.

In this episode of The Speed of Culture podcast, Sarah Harms, vp of advertising, marketing, and measurement, shares how Roku is making TV more immersive, measurable, and seamless for brands and viewers alike.

“Everything has to be consumer-first. So we’re never gonna be the obnoxious, in-your-face bothering you all day with annoying ads,” she says on the podcast.

With a career rooted in ad tech, programmatic, and digital media—including leadership roles at GroupM and Microsoft—Sarah brings a deep understanding of data-driven marketing. At Roku, she is focused on making CTV more measurable, addressable, and accessible, helping brands tap into advanced targeting, real-time insights, and seamless ad integrations that drive real business results.

Tune into The Speed of Culture Podcast as Sarah Harms unpacks Roku’s game-changing strategies in streaming, advertising, and the future of connected TV.

Key takeaways:

[04:24] Roku’s Reach Is Bigger Than You Think — Roku isn’t just a streaming platform—it’s the largest TV operating system in the U.S., powering 90 million U.S. households and reaching 120 million daily viewers across its ecosystem. Roku’s home screen ads deliver Super Bowl-sized reach daily, while immersive experiences like Roku City provide new branding opportunities for advertisers. The Roku Channel is now the second most-watched app on Roku devices, surpassing major competitors. As consumers struggle with content overload, Roku’s role as the gateway to streaming means advertisers can leverage its massive audience for high-impact placements that drive both awareness and conversions.

[08:44] The Data-Driven Ad Future — CTV advertising isn’t about one-size-fits-all demographics anymore—it’s powered by precision data. Roku’s first-party data spans millions of households, providing advertisers with deep insights into viewership habits, purchase behaviors, and streaming preferences. With the launch of the Roku Data Cloud, advertisers can now integrate external datasets, enabling enhanced attribution and cross-platform tracking. Roku’s platform also supports data collaboration with major measurement partners, helping brands analyze campaign performance beyond impressions, tracking real business outcomes like in-store visits and online purchases.

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