What is Roku?

Roku is a leading provider of streaming platforms and advertising solutions for connected TV (CTV). The company offers tools for brands to reach audiences across its ecosystem, which includes smart TVs, streaming devices, and a growing ad network. Roku helps advertisers leverage identity resolution and targeting capabilities to improve ad performance and audience segmentation. Its solutions support programmatic advertising, audience insights, and closed-loop measurement.

Product Type: Advertising

Integration Type: ID Sync

Capabilities

• Captures wfivefivec identifier from the Roku match pixel request.
• Enables server-side enrichment for ad attribution and identity resolution.
• Fires a pixel request to Roku's match endpoint to exchange IDs.
• Drops the match{partnerKey} and wfivefivec cookies for session and ID tracking.
• Facilitates user identity syncing for targeted CTV advertising campaigns.

Considerations

• You must contact Roku to have your redirect URL added to their allowed list before this sync can function.

Sync Details

• IDs:

  • wfivefivec – A Roku user identifier used for syncing and matching user profiles for advertising purposes.

• Description:

  • The sync captures the wfivefivec identifier from the redirect URL in the match pixel request.
  • Each value is stored in first-party storage for a duration defined by the Cookie Lifetime setting.
  • A failure marker is also stored for 1 day if the sync fails.
  • The identifier is added to server-side event payloads to enhance user identity resolution.

• Server-side Event Payload:
  Upon completion of all vendor's sync, the server-side events will incorporate all resolved identifiers as described above. The following object will be appended to the context.providers property within the event's JSON payload.

  JSON

  {
    "roku": {
      "wfivefivec": String
    }
  }
  
  

• Cookie Name:

  • Cookie: _meta_roku_wfivefivec, _meta_roku_wfivefivec_failure
  • IndexedDB: [your storage prefix]_roku_wfivefivec, [your storage prefix]_roku_wfivefivec_failure
  • For a general guide on ID Sync validation, see here.

Sync Setup Guide

1. Gather Credentials

To activate this sync, you must contact Roku and request that your specified redirect URL be added to their allowlist. This is required for the pixel to successfully redirect and collect the wfivefivec identifier.

2. Add a Roku Sync in MetaRouter

To gather the wfivefivec identifier, you must add a Roku sync.

1. From the Pipelines page, find the pipeline associated with the web property you’d like to add a sync to. Hover over the three dot dropdown and select “Build AJS File.”
2. In the Identity Syncs section, select the Roku sync.
3. Fill out the following fields:
   1. Cookie Lifetime (in days) – Defines how long the stored value remains valid. Example: 30
   2. Partner Key – The Roku-assigned partner key. Example: "metarouter"
   3. Redirect URL – The URL that Roku should redirect to when issuing the pixel call. This must be allowlisted by Roku. Example: "https://mr-platform-staging1.mr-in.com/v1/sync/function"
4. Scroll down and click the Save and Build File button.
5. Deploy your AJS file to propagate changes to your web property.