The One with Roku: Discover why contextual solutions and reliance on 1P audiences are the keys to the future. Join Tinuiti’s Vice President of Advertising Operations along with Roku’s Head of Performance Sales as they navigate the challenges and opportunities in measurement and targeting presented by the demise of cookies. They will dive into the critical role of 1P data, exploring its impact on audience planning, targeting, and performance.

1. Navigating the
Cookieless Era
Maximizing 1P Data in Streaming

2. Today’s Agenda
Session 1
10am PT | 1pm ET
State of the Union: The Past, Present & Future of Digital Media
Session 2
10:35am PT | 1:35pm ET
Navigating the Cookieless Era: Maximizing 1P Data in Streaming
Session 3
11:10am PT | 2:10pm ET
Measuring Brand Equity: Navigating Video's New Terrain
Session 4
11:45am PT | 2:45pm ET
The Power of Podcast: Driving Full-Funnel Growth
Session 5
12:20pm PT | 3:20pm ET
Media Buying in an Election Year: Strategies, Insights, and Trends

3. Today’s Logistics
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tomorrow
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Katherine Bishop
Marketing Webinars Specialist

4. DIGITAL-FORWARD BRANDS.
FUELING FULL-FUNNEL OUTCOMES FOR THE WORLD’S MOST

5. Our Speakers
STEPHANIE DEL REAL
Vice President,
Advertising Operations
TARALYNN MARINHO,
Head of Performance
Sales at Roku

7. 7
©2024 Roku, Inc. Confidential
Platforms with identity drive performance.
Cookies Mobile Ad ID Roku ID for Advertisers
Desktop Mobile TV

9. Streaming TV hours have more than quadrupled
over the past five years and Streaming TV now
surpassed the weekly scale of traditional TV. What is
the weekly percent reach of TV streaming among
adults 18-49?
● 44%
● 52%
● 68%
● 75%
Source: Analysis of Nielsen data, 2024

10. Streaming TV hours have more than quadrupled
over the past five years and Streaming TV now
surpassed the weekly scale of traditional TV. What is
the weekly percent reach of TV streaming among
adults 18-49?
Source: Analysis of Nielsen data, 2024
75%

11. State of The Union - First Party Data
What is First Party Data?
Simply put, this is data that a company has collected directly from their audience on its own channels.

12. ● Measurement
o In areas where we were cookie dependent, we need to capture that signal
loss to ensure we are able to attribute as much as possible, but in a privacy
complaint and respectful way.
● Audiences & Targeting
o A cornerstone in how we achieve success in streaming, audience buying has
become heavily reliant on 3rd
party audiences and curated audiences
(cookie-dependent audiences)
o Shifts to first party and deterministic audiences will be more imperative to
reach quality desired audiences at scale
First Party Data & Streaming Media

13. ● Planning
o Stronger use of 1st
Party data sets
o Contextual based insights
● Targeting & Performance
o Contextual Solutions
o Publisher content curation
o Publisher 1P Audiences, such as content consumption and ACR
o First Party Data for audience targeting, suppression, modeling
● Measurement
o Identity resolution is paramount to providing strong attribution, measurement,
and incrementality
o Utilizing as many attributes in, grounded in real-world and/or durable resolution
signals to tie to core first party audiences, converters and media exposures is key
What does this mean for Media Buys?

17. Key
Takeaways
1. Understanding 1P Data and what’s available
2. Application of data of tech partners for
measurement, targeting, attribution
3. Continue to Lean In

18. Schedule Your
Consultation
with a Streaming Data
Expert

19. 19
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Stay informed
on the future
of digital
marketing

20. Today’s Agenda
Session 1
10am PT | 1pm ET
State of the Union: The Past, Present & Future of Digital Media
Session 2
10:35am PT | 1:35pm ET
Navigating the Cookieless Era: Maximizing 1P Data in Streaming
Session 3
11:10am PT | 2:10pm ET
Measuring Brand Equity: Navigating Video's New Terrain
Session 4
11:45am PT | 2:45pm ET
The Power of Podcast: Driving Full-Funnel Growth
Session 5
12:20pm PT | 3:20pm ET
Media Buying in an Election Year: Strategies, Insights, and Trends

21. Be Right
Back!