Roku is not opening unfettered access to its viewership and audience data, though. The basis of any audience deal is no data ever leaves Roku’s house.
Like other TV networks that activate their audiences programmatically, Roku uses Acxiom’s LiveRamp or Experian Marketing Services to perform a double-blind match between its own data and Cadreon/IPG’s AMP.
The Magna partnership will let clients match a Roku audience against their CRM lists, for instance, or a cookie/device ID pool. Or they can buy audiences based on intent or income level.
Nielsen’s Digital Ad Ratings (DAR), which is baked into the Roku operating system, will provide measurement.
Magna will tag each of its campaigns with Nielsen DAR in order to understand in aggregate reach, frequency and audience duplication across Roku.
Enabling direct integrations to OTT services like Roku, which counts 13 million active accounts and is the largest OTT provider in terms of ad volume, is an important first step toward measuring incremental TV audiences, but there’s still a long way to go, says Magna's Cohen.
“In the TV business today, we have standard industry currency that is broad demos and then all of these individual walled gardens with custom segments,” Cohen said. “But there is no horizontality across them and no industry-established currency yet.”