US State Law Privacy Notice (CA Privacy Notice)

Use & Processing · Company practice

Identifiers used to run the Roku Services, fulfil orders, analyse use and personalise recommendations

For the identifiers category, the table lists these purposes: to provide and maintain the Roku Services and to process and fulfil requests or orders; to understand and analyse the user base and how the Roku Services are used, to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve advertisers) and to develop new products, services, features and functionality; and to personalise the experience on the Roku Services, including suggesting and offering relevant content and recommendations.

Supporting quotations

The Purposes for Processing

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

Qualifications & exceptions

• including building correlations for use in Roku’s advertising services in order to better serve our advertisers
• on the Roku Services

Use & Processing · Company practice

Identifiers used to show targeted ads on the Roku Services, Third-Party Channels and third-party sites, apps and devices

For the identifiers category, the table states that Roku uses the information to show the reader ads, including targeted ads, through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices. Roku also uses it to measure and understand the reach, viewership and effectiveness of advertising and to provide advertising analytics and reporting, and to help advertisers and advertising partners reach the desired audience and understand, measure and improve their ad campaigns.

Supporting quotations

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices.

We use your information to measure and understand the reach, viewership, and effectiveness of advertising, and provide advertising analytics and reporting.

Qualifications & exceptions

• including targeted ads
• through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices

Use & Processing · Company practice

Identifiers used for marketing alerts, notifications, emails and texts, including offers from Roku’s partners

For the identifiers category, the table lists marketing as a purpose: to send alerts, notifications, emails and text messages about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of that marketing. The Notice does not state in this cell whether recipients can opt out of those messages; the choices section is separate.

Supporting quotations

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

Qualifications & exceptions

• from Roku or its partners

Use & Processing · Company practice

Identifiers used for performance metrics, service messages, enforcing terms and tackling fraud or illegal activity

For the identifiers category, the remaining listed purposes are: to measure performance and analyse key metrics relevant to Roku’s business; to communicate with the reader, including service information such as confirmations, invoices, notices, updates, security alerts, user surveys and support and administrative messages, and to respond to comments and questions and provide customer service; to enforce Roku’s terms and conditions or protect its business, partners or users and comply with contractual and legal obligations; and to protect, investigate and deter fraudulent, unauthorised, infringing or illegal activity, including click fraud.

Supporting quotations

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Use & Processing · Company practice

Account registration information used to run the service, analyse use, personalise, advertise, market and prevent fraud

Row B of the California table attaches the same set of purposes to account registration information that it attaches to identifiers: provide and maintain the Roku Services and process and fulfil requests or orders; understand and analyse the user base and improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve advertisers) and develop new products and features; personalise the experience on the Roku Services, including relevant content and recommendations; marketing alerts, notifications, emails and texts about products, events, promotions and offers from Roku or its partners and measuring marketing effectiveness; measure performance and analyse key business metrics; communicate service information, respond to comments and questions and provide customer service; enforce terms and protect the business, partners or users and comply with contractual and legal obligations; and protect, investigate and deter fraudulent, unauthorised, infringing or illegal activity, including click fraud.

Supporting quotations

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Qualifications & exceptions

• including building correlations for use in Roku’s advertising services in order to better serve our advertisers

Use & Processing · Company practice

Protected-classification characteristics used for service delivery, analytics, personalisation, ads and enforcement

Row C attaches to protected-classification characteristics the purposes listed in its purpose column: provide and maintain the Roku Services and fulfil requests or orders; analyse the user base and improve and enhance the Roku Services (including building correlations for Roku’s advertising services) and develop new features; personalise the experience; show ads, including targeted ads, across the Roku Services, Third-Party Channels and third-party sites, apps and devices and measure advertising; marketing messages and marketing measurement; measure performance; and enforce terms and comply with contractual and legal obligations. Row C does not list a service-communications or fraud-prevention purpose in this packet’s cells.

Supporting quotations

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

Qualifications & exceptions

• through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices

Use & Processing · Company practice

Commercial information used to run the service, analyse use, personalise, advertise, market and communicate

Row D attaches to commercial information: provide and maintain the Roku Services and fulfil requests or orders; analyse the user base and improve and enhance the Roku Services (including building correlations for Roku’s advertising services) and develop new features; personalise the experience; show ads, including targeted ads, across the Roku Services, Third-Party Channels and third-party sites, apps and devices and measure advertising reach, viewership and effectiveness; marketing messages from Roku or its partners and marketing measurement; measure performance and key business metrics; and communicate with the reader, including service information and customer service responses. Row D does not attach an enforcement or fraud-prevention purpose in this packet’s cells.

Supporting quotations

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

Qualifications & exceptions

• including building correlations for use in Roku’s advertising services in order to better serve our advertisers

Use & Processing · Company practice

Commercial information also used to enforce terms, meet legal obligations and deter fraud

Row D of the California table continues in this section with two further purposes for commercial information: to enforce Roku’s terms and conditions or protect its business, partners or users and comply with contractual and legal obligations; and to protect, investigate and deter fraudulent, unauthorised, infringing or illegal activity, including click fraud. Together with the cells carded earlier for the same row, this completes the purpose list the table gives for commercial information.

Supporting quotations

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Use & Processing · Company practice

Network activity used for service delivery, analytics, personalisation, ads, marketing, enforcement and fraud

Row E attaches the table’s full set of purposes to network activity information: provide and maintain the Roku Services and fulfil requests or orders; understand and analyse the user base and improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve advertisers) and develop new products and features; personalise the experience on the Roku Services; show ads, including targeted ads, through the Roku Services, on Third-Party Channels and on third-party websites, apps, platforms and devices, and measure advertising; marketing messages and marketing measurement; measure performance and key business metrics; communicate service information and provide customer service; enforce terms and comply with contractual and legal obligations; and protect, investigate and deter fraudulent, unauthorised, infringing or illegal activity, including click fraud.

Supporting quotations

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Qualifications & exceptions

• including building correlations for use in Roku’s advertising services in order to better serve our advertisers

Use & Processing · Company practice

General geolocation used across service delivery, analytics, personalisation, ads, marketing and enforcement

Row F attaches the table’s full set of purposes to general geolocation: provide and maintain the Roku Services and fulfil requests or orders; analyse the user base and improve and enhance the Roku Services (including building correlations for Roku’s advertising services) and develop new features; personalise the experience; show ads, including targeted ads, across the Roku Services, Third-Party Channels and third-party sites, apps and devices and measure advertising; marketing messages and marketing measurement; measure performance; communicate service information and provide customer service; enforce terms and comply with obligations; and protect against and investigate fraud and illegal activity.

Supporting quotations

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Qualifications & exceptions

• through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices

Use & Processing · Company practice

Precise geolocation also used to protect against and investigate fraud; no analytics, ad or marketing purpose listed

Row G of the California table closes with a fraud purpose: precise geolocation is used to protect, investigate and deter against fraudulent, unauthorised, infringing or illegal activity, including click fraud. Taken with the two cells carded earlier, the row lists only three purposes — providing and maintaining the Roku Services and fulfilling requests or orders, personalising the experience, and this fraud purpose — and does not list analytics, advertising or marketing purposes for precise geolocation.

Supporting quotations

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Use & Processing · Company practice

Audio and similar information used for service delivery, analytics, performance measurement, enforcement and fraud

Row H attaches these purposes to audio, electronic, visual, thermal, olfactory or similar information: provide and maintain the Roku Services and fulfil requests or orders; analyse the user base and improve and enhance the Roku Services (including building correlations for Roku’s advertising services) and develop new features; measure performance and key business metrics; communicate service information and provide customer service; enforce terms and comply with contractual and legal obligations; and protect against and investigate fraud and illegal activity. The row does not list personalisation, advertising or marketing purposes for this information in the supplied cells.

Supporting quotations

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Use & Processing · Company practice

Inferences used across service delivery, analytics, personalisation, ads, marketing, communications and enforcement

Row I attaches the table’s full set of purposes to inferences: provide and maintain the Roku Services and fulfil requests or orders; analyse the user base and improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve advertisers) and develop new features; personalise the experience on the Roku Services, including relevant content and recommendations; show ads, including targeted ads, across the Roku Services, Third-Party Channels and third-party sites, apps and devices and measure advertising; marketing messages and marketing measurement; measure performance; communicate service information and provide customer service; enforce terms and comply with obligations; and protect against and investigate fraud and illegal activity.

Supporting quotations

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Qualifications & exceptions

• including building correlations for use in Roku’s advertising services in order to better serve our advertisers

Use & Processing · Company practice

Professional or employment information used for analytics, personalisation, ads, marketing, performance and enforcement

Row J attaches these purposes to professional or employment information: analyse the user base and improve and enhance the Roku Services (including building correlations for Roku’s advertising services) and develop new features; personalise the experience on the Roku Services; show ads, including targeted ads, across the Roku Services, Third-Party Channels and third-party sites, apps and devices and measure advertising; marketing messages and marketing measurement; measure performance; and enforce terms and comply with contractual and legal obligations. The supplied cells for this row do not list service delivery or fraud-prevention purposes.

Supporting quotations

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

Qualifications & exceptions

• through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices

Use & Processing · Company practice

Education information also used for ads, marketing, performance measurement and enforcement

Row K continues with further purposes for education information: show ads, including targeted ads, through the Roku Services, on Third-Party Channels and on third-party websites, apps, platforms and devices, and measure advertising reach, viewership and effectiveness; marketing alerts, notifications, emails and texts about products, events, promotions and offers from Roku or its partners and marketing measurement; measure performance and key business metrics; and enforce terms and comply with contractual and legal obligations. With the two cells carded earlier, this completes the purposes listed for education information.

Supporting quotations

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

Qualifications & exceptions

• through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices

Use & Processing · Company practice

Sensitive beliefs and health data used for analytics, personalisation, targeted ads, marketing and enforcement

Row L attaches these purposes to the sensitive categories it lists: analyse the user base and improve and enhance the Roku Services (including building correlations for Roku’s advertising services) and develop new features; personalise the experience on the Roku Services; show ads, including targeted ads, across the Roku Services, Third-Party Channels and third-party sites, apps and devices and measure advertising; marketing messages and marketing measurement; measure performance; and enforce terms and comply with obligations. The supplied cells do not list a service-delivery or fraud-prevention purpose for this row.

Supporting quotations

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

Qualifications & exceptions

• including building correlations for use in Roku’s advertising services in order to better serve our advertisers

Use & Processing · Company practice

Account credentials and government identifiers used to run the service, enforce terms and prevent fraud

Row M lists only three purposes for this category: provide and maintain the Roku Services and process and fulfil requests or orders; enforce Roku’s terms and conditions or protect its business, partners or users and comply with contractual and legal obligations; and protect, investigate and deter fraudulent, unauthorised, infringing or illegal activity, including click fraud. The row does not list analytics, personalisation, advertising or marketing purposes.

Supporting quotations

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Use & Processing · Company practice

Multistate identifiers: the same nine purposes listed for identifiers in the California chart

Row A of the multistate chart lists identifiers — device identifiers, internet protocol addresses, browser cookies and other unique online identifiers — and attaches the same nine purposes the California chart lists for identifiers: running and maintaining the Roku Services and fulfilling requests or orders; analytics and improvement, including building correlations for Roku’s advertising services, and development; personalisation with content and recommendations; ads, including targeted ads, across the Roku Services, Third-Party Channels and third-party sites, apps and devices; marketing messages and marketing measurement; performance measurement; service communications and customer service; enforcement and legal obligations; and fraud and illegal-activity prevention.

Supporting quotations

A. Identifiers, including, device identifiers, internet protocol addresses, browser cookies, and other unique online identifiers

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Qualifications & exceptions

• including building correlations for use in Roku’s advertising services in order to better serve our advertisers

Use & Processing · Company practice

Multistate account registration information: eight purposes, the same set as the California chart

Row B of the multistate chart lists account registration information — name, address, email address, telephone number, and payment method and card number — and attaches eight purposes: running and maintaining the Roku Services and fulfilling requests or orders; analytics and improvement, including building correlations for advertising, and development; personalisation; marketing and marketing measurement; performance measurement; service communications and customer service; enforcement and legal obligations; and fraud and illegal-activity prevention. As in the California chart, no advertising purpose is listed for this row.

Supporting quotations

B. Account registration Information, i.e., name, address, email address, telephone number, and payment method and card number

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Use & Processing · Company practice

Multistate protected classifications used for service delivery, analytics, personalisation, ads and enforcement

For row C (characteristics of protected classifications under federal law, to the extent not “sensitive data”), the multistate chart lists seven purposes: running and maintaining the Roku Services and fulfilling requests or orders; analytics and improvement, including building correlations for Roku’s advertising services, and development; personalisation; ads, including targeted ads, across the Roku Services, Third-Party Channels and third-party sites, apps and devices; marketing messages and marketing measurement; performance measurement; and enforcement and legal obligations. Unlike some other rows, no service-communications or fraud-prevention purpose appears for this row.

Supporting quotations

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

Qualifications & exceptions

• including building correlations for use in Roku’s advertising services in order to better serve our advertisers

Use & Processing · Company practice

Multistate commercial information: the same nine purposes as the California chart

Row D of the multistate chart lists commercial information — records of personal property, products or services purchased, obtained or considered, or other purchasing or consuming histories or tendencies — and attaches the full nine purposes: service delivery and order fulfilment; analytics and improvement, including building correlations for advertising, and development; personalisation; targeted advertising and advertising measurement; marketing and marketing measurement; performance measurement; service communications and customer service; enforcement and legal obligations; and fraud and illegal-activity prevention.

Supporting quotations

D. Commercial information, including records of personal property, products or services purchased, obtained, or considered, or other purchasing or consuming histories or tendencies

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Use & Processing · Company practice

Multistate network activity: the remaining six purposes complete the same nine-purpose list

Row E of the multistate chart continues its purpose column with ads, including targeted ads, across the Roku Services, Third-Party Channels and third-party sites, apps and devices, with advertising analytics; marketing messages and marketing measurement; performance measurement; service communications and customer service; enforcement and legal obligations; and fraud and illegal-activity prevention, including click fraud. With the three purposes carded earlier, this completes the same nine purposes the California chart lists for network activity information.

Supporting quotations

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Qualifications & exceptions

• including targeted ads
• through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices

Use & Processing · Company practice

Multistate general geolocation data used across the full nine purposes

Row F of the multistate chart lists general geolocation data — designated market area, country, province, state, city and postal code — and attaches nine purposes: service delivery and order fulfilment; analytics and improvement, including building correlations for advertising, and development; personalisation; targeted advertising and advertising measurement; marketing and marketing measurement; performance measurement; service communications and customer service; enforcement and legal obligations; and fraud and illegal-activity prevention.

Supporting quotations

F. General geolocation data, such as general location and geographical information, including designated market area, country, province, state, city, and postal code

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Use & Processing · Company practice

Multistate precise geolocation used to run the service, personalise it and prevent fraud

Row G of the multistate chart lists precise geolocation and attaches three purposes: providing and maintaining the Roku Services and processing and fulfilling requests or orders; personalising the experience on the Roku Services; and protecting against, investigating and deterring fraudulent, unauthorised, infringing or illegal activity, including click fraud. As in the California chart, no analytics, advertising or marketing purpose is listed for precise geolocation.

Supporting quotations

G. Precise geolocation

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To personalize your experience on the Roku Services.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Use & Processing · Company practice

Multistate audio and similar information: six purposes, without ads or personalisation

Row H of the multistate chart lists audio, electronic, visual, thermal, olfactory or similar information as a collected and processed category and attaches six purposes: service delivery and order fulfilment; analytics and improvement, including building correlations for Roku’s advertising services, and development; performance measurement; service communications and customer service; enforcement and legal obligations; and fraud and illegal-activity prevention. The row lists no personalisation, advertising or marketing purpose.

Supporting quotations

H. Audio, electronic, visual, thermal, olfactory, or similar information

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Qualifications & exceptions

• including building correlations for use in Roku’s advertising services in order to better serve our advertisers

Use & Processing · Company practice

Multistate professional or employment information: six purposes, starting with analytics

Row J of the multistate chart lists professional or employment information and attaches six purposes: analytics and improvement, including building correlations for Roku’s advertising services, and development; personalisation with relevant content and recommendations; targeted advertising and advertising measurement; marketing and marketing measurement; performance measurement; and enforcement and legal obligations. The row lists no service-delivery or fraud-prevention purpose.

Supporting quotations

J. Professional or Employment Information

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

Qualifications & exceptions

• including building correlations for use in Roku’s advertising services in order to better serve our advertisers

Use & Processing · Company practice

Multistate education information used for analytics, personalisation, ads, marketing, performance and enforcement

Row K of the multistate chart lists education information and attaches six purposes: analytics and improvement, including building correlations for Roku’s advertising services, and development; personalisation with relevant content and recommendations; targeted advertising and advertising measurement; marketing and marketing measurement; performance measurement; and enforcement and legal obligations. The row lists no service-delivery or fraud-prevention purpose.

Supporting quotations

K. Education Information

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

Qualifications & exceptions

• including building correlations for use in Roku’s advertising services in order to better serve our advertisers

Use & Processing · Company practice

Collected data may train Roku’s internal machine-learning models to recommend content and apps

Unless prohibited by applicable law, data collected from the reader or their devices may be used to improve Roku’s internal machine learning models, which are used for purposes such as recommending content and apps. The Notice adds that this may constitute “training” of “large language models” under certain applicable laws. The paragraph does not state a separate opt-out for this use in the supplied text.

Supporting quotations

Unless prohibited by applicable law, data collected from you or your devices may be used to improve Roku's internal machine learning models, which are used for purposes such as recommending content and apps to you.

This may constitute "training" of "large language models" under certain applicable laws.

Qualifications & exceptions

• Unless prohibited by applicable law
• which are used for purposes such as recommending content and apps to you

Not stated here

• The paragraph does not say which laws treat this as model training, and the supplied text states no separate opt-out for it.

Use & Processing · Company practice

Iowa and Utah identifiers: enforcement and fraud purposes complete the nine-purpose list

Row A of the Iowa and Utah chart adds two purposes to the seven carded earlier for identifiers: enforcement of terms, protection of the business, partners or users and compliance with contractual and legal obligations; and protection against, investigation of and deterrence of fraudulent, unauthorised, infringing or illegal activity, including click fraud. With those, the row lists the same nine purposes as the California and multistate charts for identifiers.

Supporting quotations

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Use & Processing · Company practice

Iowa and Utah account registration information: eight purposes

Row B of the Iowa and Utah chart lists account registration information — name, address, email address, telephone number, and payment method and card number — with eight purposes: service delivery and order fulfilment; analytics and improvement, including building correlations for advertising, and development; personalisation; marketing and marketing measurement; performance measurement; service communications and customer service; enforcement and legal obligations; and fraud and illegal-activity prevention. As in the other charts, no advertising purpose is listed for this row.

Supporting quotations

B. Account registration Information, i.e., name, address, email address, telephone number, and payment method and card number

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Use & Processing · Company practice

Iowa and Utah protected classifications: federal law only, with seven purposes

Row C of the Iowa and Utah chart lists characteristics of protected classifications under federal law — with no “sensitive data” carve-out, unlike the multistate chart’s row C — and attaches seven purposes: service delivery and order fulfilment; analytics and improvement, including building correlations for advertising, and development; personalisation; targeted advertising and advertising measurement; marketing and marketing measurement; performance measurement; and enforcement and legal obligations.

Supporting quotations

C. Characteristics of protected classifications under Federal law

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

Qualifications & exceptions

• under Federal law

Use & Processing · Company practice

Iowa and Utah commercial information: the same nine purposes as the other charts

Row D of the Iowa and Utah chart lists commercial information — records of personal property, products or services purchased, obtained or considered, and purchasing or consuming histories or tendencies — with nine purposes: service delivery and order fulfilment; analytics and improvement, including building correlations for advertising, and development; personalisation; targeted advertising and advertising measurement; marketing and marketing measurement; performance measurement; service communications and customer service; enforcement and legal obligations; and fraud and illegal-activity prevention.

Supporting quotations

D. Commercial information, including records of personal property, products or services purchased, obtained, or considered, or other purchasing or consuming histories or tendencies

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Use & Processing · Company practice

Iowa and Utah network activity: the same nine purposes, including ads, marketing and fraud prevention

Row E of the Iowa and Utah chart lists internet or other electronic network activity information, including browsing history, search history and interaction with websites, applications or advertisements, and attaches nine purposes: service delivery and order fulfilment; analytics and improvement, including building correlations for advertising, and development; personalisation; targeted advertising and advertising measurement; marketing and marketing measurement; performance measurement; service communications and customer service; enforcement and legal obligations; and fraud and illegal-activity prevention.

Supporting quotations

E. Internet or other electronic network activity information, including, but not limited to, browsing history, search history, and information regarding a consumer’s interaction with an Internet website, application, or advertisement

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Use & Processing · Company practice

Iowa and Utah general geolocation: the full nine purposes

Row F of the Iowa and Utah chart lists general geolocation data — designated market area, country, province, state, city and postal code — with nine purposes: service delivery and order fulfilment; analytics and improvement, including building correlations for advertising, and development; personalisation; targeted advertising and advertising measurement; marketing and marketing measurement; performance measurement; service communications and customer service; enforcement and legal obligations; and fraud and illegal-activity prevention.

Supporting quotations

F. General geolocation data, such as general location and geographical information, including designated market area, country, province, state, city, and postal code

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Use & Processing · Company practice

Iowa and Utah precise geolocation: service delivery, personalisation and fraud prevention only

Row G of the Iowa and Utah chart lists precise geolocation with three purposes: service delivery and order fulfilment, personalisation of the experience on the Roku Services, and protection against, investigation of and deterrence of fraud and illegal activity. No analytics, advertising or marketing purpose is listed for this row.

Supporting quotations

G. Precise geolocation

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To personalize your experience on the Roku Services.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Use & Processing · Company practice

Iowa and Utah audio and similar information: six purposes, without ads, personalisation or marketing

Row H of the Iowa and Utah chart lists audio, electronic, visual, thermal, olfactory or similar information with six purposes: service delivery and order fulfilment; analytics and improvement, including building correlations for advertising, and development; performance measurement; service communications and customer service; enforcement and legal obligations; and fraud and illegal-activity prevention.

Supporting quotations

H. Audio, electronic, visual, thermal, olfactory, or similar information

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Use & Processing · Company practice

Iowa and Utah inferences: seven further purposes complete the full list

Row I of the Iowa and Utah chart adds personalisation, targeted advertising and advertising measurement, marketing and marketing measurement, performance measurement, service communications and customer service, enforcement and legal obligations, and fraud and illegal-activity prevention. With service delivery and analytics carded earlier, the row lists the same nine purposes as the California and multistate charts for inferences.

Supporting quotations

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Use & Processing · Company practice

Iowa and Utah professional or employment information: six purposes

Row J of the Iowa and Utah chart lists professional or employment information with six purposes: analytics and improvement, including building correlations for Roku’s advertising services, and development; personalisation with relevant content and recommendations; targeted advertising and advertising measurement; marketing and marketing measurement; performance measurement; and enforcement and legal obligations. No service-delivery or fraud-prevention purpose is listed for this row.

Supporting quotations

J. Professional or Employment Information

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

Use & Processing · Company practice

Iowa and Utah education information: six purposes

Row K of the Iowa and Utah chart lists education information with six purposes: analytics and improvement, including building correlations for Roku’s advertising services, and development; personalisation with relevant content and recommendations; targeted advertising and advertising measurement; marketing and marketing measurement; performance measurement; and enforcement and legal obligations.

Supporting quotations

K. Education Information

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

Use & Processing · Company practice

Iowa and Utah sensitive beliefs and health data: six purposes, without service delivery or fraud prevention

Row L of the Iowa and Utah chart lists Personal Information that reveals racial or ethnic origin, religious beliefs, and health and wellness information, with six purposes: analytics and improvement, including building correlations for Roku’s advertising services, and development; personalisation; targeted advertising and advertising measurement; marketing and marketing measurement; performance measurement; and enforcement and legal obligations. No service-delivery or fraud-prevention purpose is listed for this row.

Supporting quotations

L. Personal Information that reveals racial or ethnic origin, religious beliefs, health, and wellness information

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.