Amazon and Roku have joined forces to create a more robust platform for connected-TV advertising. The partnership allows the two streaming giants to pool their addressable audiences via Amazon’s demand-side platform, making it easier for marketers to buy ad impressions across multiple streaming services.
Key Details of the Partnership
The collaboration aims to provide seamless access to logged-in users across major streaming apps. According to Kelly MacLean, a vice president at Amazon’s ad unit, early tests have shown promising results, with advertisers reaching 40% more unique viewers while reducing ad frequency by nearly 30%. The combined user base of Roku and Amazon is estimated to represent 80 million connected TV households in the U.S.
Benefits for Advertisers
- More precise audience targeting
- Better frequency management
- Enhanced addressability and measurement for programmers
The integration utilizes technology that allows Amazon’s demand-side platform to recognize logged-in viewers across Roku’s operating system and devices in the U.S. This new service will be available to all advertisers using Amazon DSP by the fourth quarter of 2025.
Industry Context
This partnership comes at a time when Madison Avenue is grappling with an abundance of broadband-TV inventory, largely due to the entry of major players like Amazon and Netflix into ad-supported streaming. By combining their resources, Roku and Amazon aim to create a more streamlined and effective advertising experience for both marketers and consumers.
As Jay Askinasi, Roku’s senior vice president of global media revenue and growth, noted, “It means more relevant ads, better frequency management from a consumer perspective, more addressability and measurement on our programmer partners.” The partnership is set to significantly impact the connected-TV advertising landscape, offering a more comprehensive and efficient solution for advertisers.
