LAS VEGAS — Roku already has a huge installed base. Now it’s upgrading its ad infrastructure.

The company recently unveiled its Roku Data Cloud, a collaborative data environmentdesigned to empower advertisers with improved planning, targeting and measurement capabilities.

The platform aims to enhance data collaboration within the advertising ecosystem, addressing challenges related to identity resolution and enabling advertisers to leverage deterministic identifiers for more effective campaign execution. It takes into account factors such as user identity, viewing context, and advertising timing.

Data collaboration and identity resolution

“For years we’ve been really focused on data collaboration,” said Charlie Goodman, Head of Supply Side Ad Platform at Roku, in this video interview with Beet.TV. “And so what we’re able to do is really take this richness of authenticated data and be able to join to a bunch of different partners so people can find success.”

“One of the coolest things that we’ve done with Roku Data Cloud is about identity,” Goodman said. “For a lot of people, they use things like an identity for advertising or a device ID or an IP address. And so what we’re able to do is really take this richness of authenticated data and be able to join to a bunch of different partners so people can find success.”

Roku has partnered with CTV ad server Innovid to leverage exposure data and reach and frequency information. This partnership aims to ensure incremental advertising opportunities and enable advertisers to optimize budget allocation by targeting the most relevant households, Goodman said.

Roku Exchange and the growth of live sports

Roku also has Roku Exchange, a platform that allows advertisers to plug into a range of Roku ad inventory using their preferred buying platforms.

“Roku Exchange empowers everything within the Roku Channel,” said Goodman. “We take all of the ad break signals, user signals, and then we enrich that on the way out for all of our bid requests.”

“We have a really great system to be able to handle not just the ad insertion but being able to make sure that we’re making those requests to things like the demand side platforms, the supply side platforms and really catering to their needs.”

The Roku Exchange plays a crucial role in managing ad breaks, user signals, and bid requests, particularly in the context of live sports streaming. The platform addresses the technical challenges of ad insertion in high-concurrency environments, ensuring seamless delivery to large audiences.

You’re watching “The Publisher’s Playbook: Navigating Streaming, Advertising & Growth in 2025, a Beet.TV Leadership Series at CES 2025, presented by Innovid” For more videos from this series, please visit this page.