Roku is partnering with Adobe to integrate its Roku Data Cloud with Adobe Real-Time Customer Data Platform (CDP) for a new real-time advertising data platform. The idea is to allow advertisers to access more in-depth insights that can potentially be used to launch “more personalized and performant advertising” while prioritizing privacy, according to Roku. “This integration will unlock the opportunity for traditional performance marketers — like search and social buyers — to plan, activate, and measure campaigns on Roku,” said Miles Fisher, the streamer’s senior director of strategic advertising partnerships.

“The Adobe integration builds off the recent launch of Roku Data Cloud, which provides a seamless connection for partners to access, analyze, and leverage Roku’s proprietary data to enhance CTV media efforts,” TV Technology writes, describing key features as follows:

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

Adweek reports advertisers will gain benefits including the ability to “drive more effective media strategies and discover new audiences.”

“As consumers play a more active role in customizing their privacy preferences, brands are now focused on leveraging consent-driven data to personalize ad experiences and drive performance,” Adobe Real-Time CDP Senior Director of Product Marketing Ryan Fleisch said in a Roku announcement.

“Adobe Real-Time CDP Collaboration empowers brands to jointly discover high-value audiences without moving or exposing directly identifiable customer data, and with Roku as a publisher partner, users can easily activate and measure campaigns that connect directly with streaming audiences,” he added.

Real-time ad insights are a popular trend. LG Ad Solutions offers similar data views, having just partnered with Zenapse to deliver AI-powered “emotionally intelligent advertising” that taps into audiences’ moods as they view.

LG has released a a new installation of its annual report, Big Shift 2025, which concludes “CTV has officially moved beyond passive viewing. Today’s TV home screen is a launchpad for immersive entertainment, interactive experiences, and increasingly for retail experiences,” according to LG Ad Solutions CMO Tony Marlow.