Secure data collaboration is everything in 2025. See the InfoSum/WPP acquisition as an example.
Case in point: Yesterday, Roku and Adobe announced that they were teaming up, with Adobe offering its real-time customer data platform to help Roku advertisers and publishers activate customer/audience data.
Basically, Roku advertisers and app developers can use Adobe’s CDP to plan and action campaigns using first-party data, with optimization capabilities coming later. This is all made possible by integrating Adobe’s CDP with the Roku Data Cloud, which allows partners to access, analyze, and leverage Roku’s proprietary TV data.
Why This Matters:
The CDP market is still booming, even if CDPs haven’t been a dominant narrative lately. According to a report from October, the global CDP market will reach $15.17 billion by 2028. This partnership shows you why.
As third-party cookies disappear and privacy rules tighten, companies are turning to first-party data. At the same time, brands are under pressure to deliver more personalized, seamless customer experiences. CDPs, like Adobe’s, help unify and activate first-party data in a privacy-compliant way to meet the moment.
For Roku, giving advertisers smarter tools to plan and optimize campaigns as the landscape shifts is important. Hence this partnership.
Experts React:
“Advertisers can now better understand their audience, make use of valuable proprietary Roku data, and ultimately maximize their TV investment,” said Roku’s Miles Fisher, the company’s Senior Director of Strategic Advertising Partnerships. “This integration will unlock the opportunity for traditional performance marketers – like search and social buyers – to plan, activate, and measure campaigns on Roku.”
Our Take:
This is about Roku courting the search and social crowd, as well, per the Miles quote above. By teaming up with Adobe, Roku is making it easier for more middle and bottom-of-the-funnel performance marketers—who want real-time data, precision targeting, and measurable ROI—to bring those same expectations to streaming. (Performance TV!) As CTV grows, platforms that offer both scale and performance will ultimately win. This partnership pushes Roku closer to that sweet spot.
