Amazon Ads and Roku Forge Groundbreaking Partnership to Revolutionize CTV Advertising
In a landmark move set to redefine the landscape of Connected TV (CTV) advertising, Amazon Ads and Roku, Inc. (NASDAQ: ROKU) have announced an exclusive partnership that positions Amazon as Roku’s most addressable Demand-Side Platform (DSP) for CTV activation. This groundbreaking integration provides advertisers with access to the largest authenticated CTV footprint in the U.S., exclusively through Amazon DSP. The collaboration delivers logged-in reach to an estimated 80 million U.S. CTV households, representing more than 80% of all U.S. CTV households, according to ComScore data. This unprecedented scale unlocks new opportunities for advertisers to drive performance, optimize campaigns, and measure results with precision.
A Game-Changing Collaboration for Advertisers
The partnership brings together two leaders in the CTV space—Amazon Ads and Roku—to enhance addressability across major streaming platforms. This includes The Roku Channel, Prime Video, and other leading CTV streaming services available on Roku and Fire TV operating systems. Additionally, popular streaming apps such as Disney, FOX Corporation, Paramount, Tubi, and Warner Bros Discovery are part of this integration, ensuring that advertisers can tap into a comprehensive ecosystem of premium publishers.
Early tests of this integration have already demonstrated significant results. Advertisers leveraging this solution reached 40% more unique viewers while reducing ad repetition by nearly 30%, effectively delivering three times more value from their ad spend. These outcomes underscore the efficiency and effectiveness of combining Amazon’s advanced targeting capabilities with Roku’s expansive reach.
Driving Full-Funnel Campaign Outcomes
According to Paul Kotas, Senior Vice President of Amazon Ads, “Our exclusive partnership with Roku is a giant leap for advertisers, bringing best-in-class planning, audience precision, and performance to TV advertising.” He added, “By removing the guesswork, we’re providing advertisers with unprecedented capabilities and enabling full-funnel campaign outcomes—from awareness to conversion—while eliminating media waste across Amazon and Roku streaming audiences.”
This collaboration leverages a custom identity resolution service, allowing Amazon DSP to recognize logged-in viewers across the Roku OS and devices in the U.S. This exclusive capability enables advertisers to deterministically target the same viewer across multiple streaming channels and devices, offering unparalleled accuracy in audience targeting and measurement. As a result, brands can now connect ads to consumer actions, such as purchases, with greater precision than ever before.
A Unified, Future-Ready Solution
Charlie Collier, President of Roku Media, emphasized the significance of this partnership, stating, “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.” With nearly half of all TV streaming time in the U.S. occurring on Roku and Amazon’s extensive retail and digital presence, the collaboration offers a unified solution designed to drive measurable outcomes at an unprecedented scale.
This partnership not only enhances Roku’s direct sales strategy but also reinforces its commitment to working with diverse partners, including DSPs, to maximize reach and performance for clients. By combining Roku’s robust streaming infrastructure with Amazon’s first-party insights and AI-driven automation, the collaboration sets a new standard for CTV advertising.
Exclusive Advantages for Advertisers Using Amazon DSP
As the most addressable platform for Roku’s CTV activation, Amazon DSP now offers advertisers several exclusive advantages:
- Precision Targeting: Authenticated reach across two of the largest CTV footprints, paired with Amazon’s trillions of shopping, streaming, and browsing signals, allows brands to precisely target their desired audiences and link ads to consumer actions like purchases.
- Measurable Results Across the Customer Journey: Combining data from ads served on the Roku platform with Amazon DSP insights provides advertisers with a granular understanding of how ads drive outcomes at every stage of the funnel. This level of intelligence across Roku properties is unmatched by any other DSP.
- Optimized Ad Frequency: Amazon DSP can now recognize users across channels and devices, ensuring that the right number of ads are delivered to each viewer. This eliminates wasted impressions and creates a better viewing experience for consumers.
Empowering Brands with Full-Funnel Solutions
Amazon Ads is renowned for its full-funnel advertising solutions, which help businesses of all sizes achieve their marketing goals at scale. Amazon DSP, a cornerstone of Amazon Ads’ offerings, combines choice and flexibility with advanced AI to deliver impactful ads to relevant audiences. Its sophisticated clean room technology bridges the gap between advertisers and publishers, increasing efficiency and improving performance.
This partnership underscores Amazon’s commitment to innovation and its role as a leader in the advertising industry. By integrating Roku’s massive reach with Amazon’s cutting-edge technology, the collaboration empowers brands to navigate the complexities of today’s digital advertising landscape with confidence.
Availability and Next Steps
The new solution will be available in the U.S. to all advertisers using Amazon DSP by Q4 2025. To learn more about Amazon DSP and explore how it can elevate your advertising strategies, visit Amazon Ads.
A New Era for CTV Advertising
The partnership between Amazon Ads and Roku marks a pivotal moment in the evolution of CTV advertising. By combining the strengths of two industry giants, the collaboration delivers a unified, scalable, and future-ready solution that drives measurable outcomes for advertisers. With enhanced addressability, precise targeting, and optimized performance, this integration sets a new benchmark for what’s possible in the world of connected television. For brands looking to thrive in an increasingly digital-first world, this partnership represents a transformative opportunity to connect with audiences in meaningful ways.
About Amazon Ads
Amazon Ads offers full-funnel advertising solutions to help businesses of all sizes achieve their marketing goals at scale. Amazon Ads connects advertisers to highly relevant audiences through first-party insights; extensive reach across premium content like Prime Video, Twitch, and third-party publishers; the ability to connect and directly measure campaign tactics across awareness, consideration, and conversion; and generative AI to deliver appropriate creative at each step. Amazon Ads reaches a monthly ad-supported audience of 275 million+ customers across owned and operated properties in the U.S.
About Roku, Inc.
Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models, Roku streaming players, and TV-related audio devices are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku-branded TVs and Roku Smart Home products are sold exclusively in the United States. Roku also operates The Roku Channel, the home of free and premium entertainment with exclusive access to Roku Originals, and the #2 app on our platform in the U.S. by streaming hours. The Roku Channel is available in the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in San Jose, Calif., U.S.A.
