In a recent interview, Roku's VP of Ad Marketing Sarah Harms explored the changing landscape of streaming ad measurement as the upfront market approaches. Despite frustrations with the slow progress in measurement, Harms shared insights into Roku's new initiatives, including the Roku Data Cloud, which harnesses data from its 90 million households to enhance measurement capabilities. Roku aims to partner with other measurement firms while addressing gaps in current systems, emphasizing that their platform is evolving to meet the needs of advertisers and the broader marketplace.
"We announced the Roku Data Cloud at CES. It's the encapsulation of all the amazing data assets off the back of our 90 million households, all logged-in, all direct relationships."
"This is an acknowledgment and evolution of the business to say, 'We know we can't always be the source of truth. And so yes, we will work with your preferred measurement partners.'"
"I feel like I've gotten so jaded in talking about measurement because it feels like there's been such slow progress. And yet upfront season is coming..."
"Roku generally is just on a big transformation... Not only is it productizing or commercializing that data and using it with customers, but also seeing our position in the marketplace to use it for the greater good."
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