As reported by Digiday, Omnicom Media Group has secured access to Roku viewer searches, allowing clients to fine-tune investment and messaging across the CTV space. As with other Omnicom Media Group partnerships announced at CES 2025, Annalect tech ties it all together. Brand-specific audiences created within Omni are sent to Roku’s clean room, then enriched with Roku’s anonymized, aggregated search data.
“The reason a partner will share this kind of data with us is because of our really unique take on how to use it … The consumer insights you get about people based on what they’re searching for really helps us to have that tighter connection with our [clients’] consumers, and to take this data beyond activation all the way through the planning process and the workflow.” — Clarissa Season, Chief Experience Officer, Annalect