The personalisation ID is a unique, non-permanent, identifier associated with your Roku device. When you use your Roku device, Roku, its channel providers and their respective service providers may use the personalisation ID to personalise your experience, perform analytics, serve ads tailored to your interests and measure ads.  When you reset the personalsation ID, the identifier used prior to reset will no longer be used for the purposes described above. A new identifier will be assigned for that purpose. Visit https://www.roku.com/legal for more information about Roku’s privacy practices.