Amazon Ads and Roku Forge Landmark CTV Advertising Partnership
In a significant move to dominate the rapidly growing connected TV (CTV) advertising market, Amazon Ads and Roku have announced an exclusive integration that allows advertisers to access the largest authenticated CTV footprint in the U.S. through Amazon DSP.
The partnership is expected to deliver logged-in reach to an estimated 80 million U.S. CTV households, representing over 80% of such homes, according to Comscore data. This collaboration connects viewers across The Roku Channel, Prime Video, and other CTV streaming services on both Roku and Fire TV operating systems, as well as streaming services from major players like Disney, Fox, Paramount, Tubi, and Warner Bros Discovery.
Early tests of the integration have shown promising results, with advertisers reaching 40% more unique viewers while reducing ad frequency by nearly 30%, thereby providing 3x more value from their ad spend. The CTV advertising market is projected to reach $33.5 billion by 2025, making it the fastest-growing segment of TV advertising.
“Our exclusive partnership with Roku is a giant leap for advertisers,” said Paul Kotas, senior vice president at Amazon Ads. “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.”
Roku Media President Charlie Collier added, “This collaboration delivers a unified, future-ready solution at an unprecedented scale, designed to drive measurable outcomes by unlocking performance across CTV.”
The integration utilizes a custom identity resolution service, enabling Amazon DSP to recognize logged-in viewers across Roku OS and devices in the U.S. This capability allows for more accurate audience targeting and measurement than previously possible.
The new solution is set to be available in the U.S. to all Amazon DSP users by the fourth quarter, giving Roku and Amazon a competitive edge in the CTV advertising market.
