Roku Says 'Clean Room' for Sharing Ad Data Won't Directly ID Consumers

Roku announced Tuesday a data collaboration “clean room,” where advertisers and agencies can use their encrypted first-party data to facilitate planning and measuring advertising campaigns on Roku without relying on “cookies or consortiums.” The clean room creates a secure connection between Roku's and the advertiser’s data, without sharing or exposing identifiable data and protecting consumers from direct identification, it said. “The future of TV advertising won’t rely on fragile cookies or consortiums, but on direct connection with actual consumers,” said Louqman Parampath, Roku vice president-product management. The clean room is integrated with OneView, Roku’s ad platform for TV streaming, enabling marketers to go from planning to buying “without additional steps, third-party fees, or missed audiences,” it said. Omnicom, Dentsu, Horizon Media, Icon Media Direct and Camelot are using the clean room currently on live campaigns, it said.