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Roku announces clean room for streaming campaigns

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Roku announces clean room for streaming campaigns


Today, Roku announced a clean room that allows advertisers on the streaming platform to find and target CTV viewers they already have a relationship with through other channels. A clean room is a type of privacy-enhancing technology (PET). It is a secure environment in which personal data from various sources is anonymized and made available for measurement or activation without compromising privacy.

How it works. Planning and measurement capabilities in the Roku clean room use audience data from Roku’s viewers, as well as linear TV data from direct consumer relationships on Roku.

In the clean room, an advertiser loads their first-party data in a secure environment. Then, the clean room creates a secure connection between the advertiser’s data and Roku’s own data. During this process, no identifiable data from Roku viewers is exposed or shared.

The clean room in the Roku platform is built on top of Snowflake’s Media Data Cloud technologies.

Advertiser capabilities. Using this technology, advertisers have the ability to query matched data and run their own analysis to predict the reach of their campaigns and the impact the campaigns would have on product sales and other KPIs.

Agencies using the Roku clean room include Omnicom Media Group, dentsu, Horizon Media and others, according to a company release. The clean room is also integrated in Roku’s streaming ad platform, OneView.

Why we care. As cord-cutters turn to streaming, marketers have to pick up the conversation with their brand’s audience in an entirely different environment. The problem is that these consumers want to be served relevant ads but they also don’t want to be tracked in a creepy way.

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Clean rooms show that this is a problem for technology to solve. In a secure environment, the viewer data can be matched with what the brand already has, without divulging the viewer’s personal identifying information.

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The introduction of a clean room on a top streaming platform like Roku is another indication of how the CTV landscape is maturing and becoming a major channel for big brand campaigns.

Read next: Marketers look to adtech to solve for addressability 


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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.



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Old Navy to drop NFTs in July 4th promo update

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Old Navy to drop NFTs in July 4th promo update

Old Navy will update its yearly Fourth of July promotions by saluting the metaverse with an NFT drop, going live June 29.

In honor of the year they were founded, the retailer will release 1,994 common NFTs, each selling for $0.94. The NFTs will feature the iconic Magic the Dog and t include a promo code for customers to claim an Old Navy t-shirt at Old Navy locations or online.

“This launch is Old Navy’s first activation in web3 or with NFTs,” an Old Navy spokesperson told MarTech. “As a brand rooted in democratization and inclusivity, it was essential that we provide access and education for all with the launch of our first NFT collection. We want all our customers, whether they have experience with web3, to be able to learn and participate in this activation.”

Accessible and user-friendly. Any customer can participate by visiting a page off of Old Navy’s home site, where they’ll find step-by-step instructions.

There will also be an auction for a unique one-of-one NFT. All proceeds for the NFT and shirt sales go to Old Navy’s longtime charitable partner, Boys & Girls Clubs of America.

Additionally, 10% of NFT resales on the secondary market will also go to Boys & Girls Clubs.

Support. This activation is supported by Sweet, who’s played a major role in campaigns for other early NFT adopters like Burger King.

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The Old Navy NFTs will be minted on the Tezos blockchain, known for its low carbon footprint.

“This is Old Navy’s first time playing in the web3 space, and we are using the launch of our first NFT collection to test and learn,” said Old Navy’s spokesperson. “We’re excited to enable our customers with a new way to engage with our iconic brand and hero offerings and look forward to exploring additional consumer activations in web3 in the future.”

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Read next: 4 key strategies for NFT brand launches

Why we care. Macy’s also announced an NFT promotion timed to their fireworks show. This one will award one of 10,000 NFTs to those who join their Discord server.

Old Navy, in contrast, is keeping customers closer to their owned channels, and not funneling customers to Discord. Old Navy consumers who don’t have an NFT wallet can sign up through Sweet to purchase and bid on NFTs.

While Macy’s has done previous web3 promotions, this is Old Navy’s first. They’ve aligned a charity partner, brand tradition and concern for the environment with a solid first crack at crypto.


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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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