As connected TV absorbs more linear television dollars, advertisers are demanding the same precision, measurement and frequency control they expect from digital channels. That's reshaping how platforms and agencies collaborate on data. For instance, clean rooms, once a compliance checkbox, are becoming operational infrastructure for planning, activation and proof of performance. "TV is becoming more of a channel that is beyond reach," said Miles Fisher, vp of global ad platform partnerships and business development at Roku, in this video interview
So Omnicom has been a large standing agency partner of Roku's. Our relationship goes back uh quite a number of years and this is really an iteration on that continued partnership. So our integration with Omnicom really connects the Roku data cloud to Omni, which is powered by Annalect. And the real value there is bringing more planning, targeting and measurement to Omnicom and the advertisers they work with. As TV is becoming more of a channel that is beyond reach, uh we're really focused on delivering the right message at the right moment to the right user, and our partnership enables Omnicom to do that.
Miles, what can you share about how data is used to sharpen targeting and activation while also protecting privacy?
Yeah, so the consumer is the number one most important thing for Roku and many of the technology companies you're probably talking with today. The triangle of the relationship between consumer, platform and advertiser is key, and the consumer is really at the heart of everything that we do. So our integration with Omnicom is really built on the Roku data cloud, which is clean room technology that allows us to share information with Omnicom directly in Omni and allows people at Omnicom to ask the question about who the user is, do client briefs, better reporting, better measurement and create better campaign efficacy.
Miles, have Roku and Omnicom been exploring contextual targeting and what it means to reach viewers in that right TV setting? Um, you know, what what do you seeing there?
Yeah, so context is another key way to reach the right consumer at the right moment. Historically TV was actually sold on context and one of the things Roku has been really strong at is delivering audiences against content. Uh but as more TV is becoming stream, there's questions around what users are watching. With Omnicom, we've done a partnership with Iris TV that allows context to be another driver of what someone is watching and that tune-in can be a proxy for behavior for outcomes and help advertisers reach the right consumer at the right moment.
Miles, I realize that last this past year CES was uh several months ago and the next one is is coming up, but looking back at this past year CES, uh Roku, Omnicom and Amazon marketing cloud made a big announcement about committing to tackling frequency issues together. Where does that stand now?
Yeah, so we've been working really closely with our partners at Amazon and Omnicom to kind of deliver on this goal of better reach and frequency. So the partnership we announced at CES last year was the integration of Amazon marketing cloud with the Roku data cloud, allowing Roku TV data to be activated by Omnicom. So it was a first to market partnership bringing the best of Roku data and Amazon data uh to manage reach and frequency holistically. So we've been in a closed beta for the back half of this year. We have a number of advertisers that are coming on and we're hoping that we'll be able to talk about some client proof points at CES this year. So this is kind of a cascading uh series of partnerships that Roku's been doing really on this this premise of interoperability. Roku data is a key driver to our business and the CTV ecosystem at large. So working with large players like Omnicom and Amazon allow us to help our advertisers achieve their goals.
So, more generally, how do partnerships make the streaming advertising ecosystem better?
So partnerships are at the key of everything that Roku does. We're the number one operating system in streaming and for the longest time our partners were about helping streaming platforms reach those consumers. As our business has matured and the ecosystem has developed, we've been doing a number of integrations whether that's for planning, activation, measurement, those can be across data, uh targeting, programmatic, commerce, retail media. So this ecosystem that we've built at Roku is truly pivitible, pivotal and as we think about kind of the future of streaming and everything that's happening, I'm sure a lot of the buzz words in the interviews you're talking about are AI coming up, partnerships become even more important. And one of the things that we're talking to advertisers a lot a lot about this week is the idea that TVs will still have a human on the other side of them. A lot of the platforms that are here talking to advertisers this week are talking about agentic to agentic commerce or teaching a website how to be crawlable for an agent. Uh there are still no agents that'll teach you how to watch landman or whatever you want to watch on Roku or Netflix. Uh most importantly, we're able to change consumer perception still with television. So that human element isn't going away when we talk about entertainment.
