Amazon Roku CTV Partnership
- amazon Ads and Roku have forged an exclusive partnership, creating a significant footprint in connected TV (CTV).
- The integration allows marketers to target Roku's logged-in audience directly via Amazon’s DSP.
- A shared identifier enables deduplicated reach, frequency capping, and measurement across devices.
Amazon Ads and Roku have joined forces,revolutionizing the role of CTV advertising. This landmark partnership offers advertisers exclusive access to an unprecedented 80 million U.S. CTV households. Through Amazon’s DSP, marketers can now target Roku’s logged-in audience directly, unifying users across platforms and streaming apps. Early tests demonstrate remarkable results, including a 40% increase in unique reach and enhanced return on investment. This collaboration streamlines the fragmented CTV landscape, empowering advertisers with improved measurability. With Roku’s strong foothold and Amazon’s retail prowess,this integration reshapes the advertising ecosystem. See this and more at News Directory 3. Discover what’s next for advertisers in this evolving space.
Amazon, Roku Team Up to Expand CTV Advertising Reach
Updated June 16, 2025
amazon Ads and Roku have forged an exclusive partnership, creating a significant footprint in connected TV (CTV). The collaboration aims to connect advertisers with an estimated 80 million U.S. households through Amazon’s demand-side platform (DSP),enhancing the role of both companies in the advertising landscape.
The integration allows marketers to target Roku’s logged-in audience directly via Amazon’s DSP. This creates a unified pool of users across Fire TV and Roku operating systems, along with streaming apps like Prime Video and The Roku Channel. The goal is to improve CTV advertising effectiveness.
A shared identifier enables deduplicated reach, frequency capping, and measurement across devices. this allows marketers to track CTV ad exposure to Amazon sales, providing a clearer picture of ad performance. The partnership addresses the challenge of fragmentation in the CTV space, a key concern for marketers.
Kelly MacLean, vice president of Amazon Ads, said the partnership brings unprecedented precision at scale. She added that marketers can now access logged-in users across all apps and devices, delivering performance previously unattainable in the TV advertising industry.
Early tests of the integration showed a 40% increase in unique reach and a 30% reduction in over-frequency. This allows advertisers to deliver three times more value from their campaigns without increasing spending, improving the return on investment.
For Roku, the deal highlights its position as a key distribution hub, with over half of U.S. TV streaming time occurring on its platform. It also signals a commitment to openness and interoperability, even amid rising competition with other DSPs.
Jay Askinasi, head of global media revenue and growth at Roku, said that with nearly half of all TV streaming time in the U.S. happening on Roku, combined with Amazon’s retail capabilities, they are uniquely positioned to prove performance and differentiate DSP offerings for shared advertisers.
Adam Epstein, cofounder and CEO of Gigi, noted the value of this integration in a fragmented market.He said it gives the Amazon DSP the highest fidelity ID layer across CTV and TV media-buying, making it a strong selling point for Amazon reps pitching spend consolidation.
Harry browne, head of video innovation at Tinuiti, said that Roku is now partnered with the premier retail media network, combining audience, inventory, and data for a powerful opportunity.
What’s next
While the partnership may not solve all CTV advertising challenges, such as off-Amazon attribution, it represents a significant step toward a more streamlined and performance-driven TV ad ecosystem. The industry will be watching closely to see how this collaboration impacts the broader advertising landscape.