Paid media presents hurdles for brands striving to reach and engage relevant customers effectively, with teams navigating both signal loss and stringent data privacy measures. However, this also comes with an opportunity for publishers to partner with advertisers and provide rich audience insights — delivering new activation pathways into channels such as connected TV (CTV).  This rapidly expanding channel has seen a remarkable 400% increase in advertising spend since 2019 and is projected to hit double-digit growth in the US by the end of 2027.

Given the growth in CTV, and to strengthen our ability to enhance the value we provide to our advertising partners, Adobe is thrilled to welcome Roku to the growing catalog of premium publishers featured within Real-Time CDP Collaboration. Real-Time CDP Collaboration is our data collaboration solution that helps advertisers and publishers jointly discover, activate, and measure high-value audiences while prioritizing privacy. With Roku, we’re excited to empower brands and publishers to unlock the full potential of data collaboration — using a simple and interoperable solution that unlocks engagement in channels like connected TV, retail media, digital web, and more.

Roku offers an exciting opportunity for advertisers to reach highly engaged viewers. With Roku Data Cloud and Real-Time CDP Collaboration, advertisers will be able to make use of proprietary Roku data, uncovering valuable insights into streaming audience behavior and preferences to build more efficient media campaign strategies. Existing Real-Time CDP customers can leverage their existing audience and measurement data in collaboration with Roku in just a few clicks.

Real-Time CDP Collaboration empowers advertisers to easily enhance media and audience planning and execute a full-funnel CTV strategy across Roku’s inventory using proprietary data at scale, all within a secure environment.

Collaborating with Roku, advertisers can drive:

• High-value audience discovery and planning: With real-time insight into Roku’s engaged CTV audiences — and how they overlap — advertisers can plan audience-based campaigns built to achieve specific business objectives.
• Seamless audience activation: Brands can build custom audiences using Roku Data Cloud with Adobe Real-Time CDP Collaboration and seamlessly activate audiences across Roku’s ad product suite.
• Optimized campaign measurement: On-demand dashboards integrate Roku data with advertiser conversion data, to gain clear visibility into ad buy performance and to inform future optimizations.

This exciting partnership empowers advertisers with more opportunities than ever before to connect with high-value audiences with greater precision, driving optimal campaign performance. Stay tuned for more updates as we continue to grow our catalog.

Learn more about Real-Time CDP Collaboration here.

Ryan Fleisch serves as senior director of product marketing for Adobe Real-Time CDP and Audience Manager where he leads strategy for how Adobe can help brands achieve personalization at scale and create impactful experiences with their customers. His current role coupled with his previous leadership roles in solution consulting have allowed him to understand the technical nuances of marketing and advertising technology as well as the big-picture trends that are transforming the industry at large. Prior to Adobe, Ryan worked at J. Crew and iProspect allowing him to gain a strong understanding of challenges and needs from both a client and agency perspective.

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