Observed Signal · Apr 15, 2025 · Interview · Source: Marketecture · Impact: 2/5 · Sentiment: Neutral
Cookieless Future: Roku Exec on Data Strategies
An episode of The AdTech Forum features Jeff Katz, US Head of Verticals at Roku, discussing how advertisers can navigate a cookieless future. Katz oversees Roku’s sales for Auto, Restaurants, and Travel, and describes collaboration with Fortune 500 brands and major media holders. The conversation centers on shifting data strategies away from third-party cookies as they are phased out, with commerce data highlighted as a strong alternative for targeting and measurement. The discussion also covers leveraging first-party data through partnerships with publishers and ad-tech vendors to engage consumers in a cookieless world, drawing on Katz’s experiences at Roku. Attain sponsors the episode, which was recorded in May 2024. The dialogue emphasizes cross-party collaboration and privacy-preserving approaches to build effective, measurement-friendly campaigns in evolving ad tech environments.
Discussion of cookieless data strategies and industry impact.
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Key Takeaways & Evidence Grounding
- Jeff Katz is US Head of Verticals at Roku, overseeing Auto, Restaurants, and Travel sales.
- The episode discusses targeting and measurement without third-party cookies as they are phased out.
- Commerce data is highlighted as a strong alternative for targeting.
- Brands can collaborate with publishers and ad tech partners to leverage first-party data in a cookieless world.
- Episode recorded in May 2024 and sponsored by Attain.
Connected Companies & Entities
3 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Tubi and Roku Channel to Remain Separate After Fox Acquisition
Fox Corporation's planned $22 billion acquisition of Roku will not merge Tubi and The Roku Channel. Instead, both free ad-supported streaming services will continue to operate independently, preserving distinct brands, libraries, and user experiences. The key integration step is that Roku will take over ad sales management for Tubi, creating a unified sales structure across both platforms. This move is designed to offer advertisers a single point of contact for reaching both live-leaning and on-demand-leaning audiences. Fox cites different usage patterns – The Roku Channel focuses on live channels, while Tubi emphasizes on-demand movies and series – as the reason for keeping them separate. The deal is expected to close this year, pending shareholder and regulatory approvals, and the ad sales integration will only take effect after closing.
Best Buy Ads Expands Commerce Media Beyond Retail
Best Buy Ads showcased at 'The Drop' an expansion of its commerce media ecosystem, moving beyond retailer-owned properties. Key announcements include the launch of Best Buy CTV, partnerships with Amazon Fire TV, LG, and Roku, opening Best Buy Studios to brands, expanding its creator program, and planning a TikTok Shop launch. This signals a shift towards full-funnel media, where commerce media follows consumers across CTV, social, and in-store experiences. Best Buy also introduced multi-touch attribution and expanded incrementality testing, supported by Circana research showing its ads influence purchases beyond Best Buy's channels. The company's marketplace grew to over 1,200 sellers and nearly one million SKUs, with international sellers added. The article emphasizes that commerce media is becoming a customer-centric ecosystem, integrating content, media, and commerce.
YouTube TV Adds Discovery+ as Paid Add-On
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