Roku is preparing to debut a new promotional product that has not only piqued advertisers’ interest but will also likely please streaming services. Called Roku Recommends, the format is set to roll out in the second or third quarter, and advertisers are being asked to pay in the low- to mid-six figures to sponsor the video, two of the agency executives said. Roku Recommends can accommodate one sponsor, though it's unclear how often Roku will rotate in new sponsors. Read more below.

• Roku Recommends will feature a host highlighting shows and movies from various streaming services available on Roku, and the company is pitching advertisers on sponsoring the format.
• For Digiday+ members, rather than fearing being cut from the role and letting that impact the ability to change a brand that a CMO may have, industry observers and agency execs believe marketers need to find a way to take more control now. 
• TikTok has signed a three-year deal with IPG Mediabrands that includes a program for TikTok creators to educate clients on their campaigns.
• Nearly half of brands now rely on Amazon DSP today, up from around one third in 2019, according to one study. That market share will likely only grow amid the demise of the third-party cookie.
• A once-in-a-century pandemic has created a moment for a strategical reset among advertisers. Ebiquity is looking to use that opportunity to its advantage.
• CMOs may be at the top of the marketing food chain, but they're struggling as much as everyone else figuring out how to navigate evolving privacy issues.