Amazon Ads and Roku have joined forces to create the largest authenticated connected TV (CTV) footprint in the U.S., now reaching an estimated 80 million households over 80% of the nation’s CTV homes, according to Comscore. This powerful partnership is poised to transform the advertising landscape by offering enhanced targeting, planning, and performance measurement capabilities to marketers.
The collaboration is designed to improve addressability across major streaming platforms, including Prime Video, The Roku Channel, and other top-tier CTV services on Roku and Fire TV operating systems. It will also benefit popular third-party apps like Disney+, FOX Corporation, Paramount+, Tubi, and Warner Bros. Discovery, effectively touching all premium publishers. By bridging these ecosystems, the integration aims to eliminate redundancy, boost reach, and enhance campaign outcomes.
“This exclusive partnership with Roku is a giant leap for advertisers,” said Paul Kotas, Senior Vice President at Amazon Ads. “We’re empowering marketers with unmatched planning tools and audience precision. It’s about unlocking full-funnel results from awareness to conversion while eliminating media waste.”
Precision Targeting Through Identity Integration
At the core of this collaboration is a unique identity resolution service that allows Amazon’s Demand-Side Platform (DSP) to recognize logged-in users across Amazon Ads and Roku devices and operating system. This custom integration gives advertisers the ability to deterministically reach viewers across various channels and devices with improved accuracy and consistency.
Such integration provides advertisers with deeper insights into consumer behavior and more effective measurement tools, setting a new industry benchmark for campaign efficiency and return on investment. The capability to unify viewer data across platforms not only streamlines targeting but also enhances the relevance of ads delivered to audiences.
Charlie Collier, President of Roku Media, emphasized the impact of this technological blend: “Roku has long stood for performance-driven, transparent solutions. Partnering with Amazon, whose DSP aligns with these principles, strengthens our commitment. With nearly half of all streaming in the U.S. happening on Roku, combined with Amazon’s deep retail insights, we’re in a unique position to redefine what’s possible for digital TV advertising.”
Early Results Show Promising Impact
Preliminary tests of the new integrated system have yielded impressive results for advertisers. Campaigns leveraging the joint capabilities of Amazon Ads and Roku achieved a 40% increase in unique viewers reached using the same budget. Additionally, advertisers were able to reduce ad frequency by nearly 30%, meaning consumers were less likely to see repetitive ads. This led to a threefold increase in the value derived from ad spend, thanks to more efficient delivery and enhanced audience engagement.
As advertisers continue to demand more precise and cost-effective solutions, this partnership stands out as a landmark development in the evolution of CTV advertising. With a shared focus on performance and innovation, Amazon Ads and Roku are well-positioned to reshape how marketers connect with viewers in the streaming era.
