Amazon Ads and Roku have announced a new integration that gives advertisers access to the largest authenticated CTV footprint in the United States, exclusively through Amazon DSP.
An estimated 80 million US connected TV households, representing more than 80% pf US CTV households, according to data from Comscore. The move will drive improved performance, planning, optimisation and measurement for advertisers.
The partnership between Amazon and Roku will enhance addressability across major streaming apps including The Roku Channel, Prime Video, and other leading CTV streaming services on Roku and Fire TV operating systems; popular streaming services already available, including Disney, FOX Corporation, Paramount, Tubi, and Warner Bros Discovery; and all premium publishers.
“Our exclusive partnership with Roku is a giant leap for advertisers, bringing best-in-class planning, audience precision, and performance to TV advertising,” said Paul Kotas, Senior Vice President, Amazon Ads. “We’re removing the guesswork to provide advertisers with unprecedented capabilities and delivering performance in ways that simply weren’t possible before. By combining our technologies, advertisers can now drive full-funnel campaign outcomes—from awareness through conversion – while eliminating media waste across Amazon and Roku streaming audiences.”
The integration utilises a custom identity resolution service, allowing Amazon DSP to recognize logged-in viewers across the Roku OS and devices in the United States. This exclusive capability enables advertisers to reach the same viewer deterministically across different streaming channels and devices, providing more accurate audience targeting and measurement than previously possible.
“For years, Roku has been committed to delivering performance-driven, open, and interoperable solutions that provide visibility and accountability for advertisers. Our partnership with Amazon strengthens this mission, as Amazon DSP exemplifies these principles,” said Charlie Collier, President, Roku Media. “With nearly half of all TV streaming time in the US happening on Roku, and the power and depth of Amazon in retail and beyond, together we’re uniquely positioned to prove performance and differentiate DSP offerings for our shared advertisers and marketers.”
Early tests of this integration have shown significant results. Advertisers using this new solution reached 40% more unique viewers with the same budget and reduced how often the same person saw an ad by nearly 30%, enabling advertisers to benefit from three times more value from their ad spend.
