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Navigating the
Cookieless Era
Maximizing 1P Data in Streaming
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
Today’s Logistics
Recording & slides will be in your inbox
tomorrow
Download relevant resources
Log back anytime with same link
Join our poll questions - including if you want to talk to our
teams after!
Katherine Bishop
Marketing Webinars Specialist
DIGITAL-FORWARD BRANDS.
FUELING FULL-FUNNEL OUTCOMES FOR THE WORLD’S MOST
Our Speakers
STEPHANIE DEL REAL
Vice President,
Advertising Operations
TARALYNN MARINHO,
Head of Performance
Sales at Roku
7
©2024 Roku, Inc. Confidential
Platforms with identity drive performance.
Cookies Mobile Ad ID Roku ID for Advertisers
Desktop Mobile TV
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
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%
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.
● 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
● 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?
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
Schedule Your
Consultation
with a Streaming Data
Expert
19
Visit our content hub
➜
Stay informed
on the future
of digital
marketing
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
Be Right
Back!

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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 Recording & slides will be in your inbox tomorrow Download relevant resources Log back anytime with same link Join our poll questions - including if you want to talk to our teams after! 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
  • 6.
  • 7. 7 ©2024 Roku, Inc. Confidential Platforms with identity drive performance. Cookies Mobile Ad ID Roku ID for Advertisers Desktop Mobile TV
  • 8.
  • 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?
  • 14.
  • 15.
  • 16.
  • 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 Visit our content hub ➜ 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