Amazon Ads and Roku, Inc. have announced an exclusive integration that gives advertisers unprecedented access to the largest authenticated Connected TV (CTV) audience in the United States, available only through Amazon DSP. This strategic collaboration connects advertisers with an estimated 80 million U.S. CTV households, covering over 80% of total CTV households nationwide, according to data from ComScore.
By merging the strengths of two CTV industry leaders, the partnership unlocks a massive, addressable audience—delivering greater reach, targeting accuracy, and measurable performance across the most widely-used streaming platforms. This includes premium apps such as The Roku Channel, Prime Video, and other major CTV streaming services available on Roku and Fire TV operating systems, as well as networks like Disney, FOX Corporation, Paramount, Tubi, and Warner Bros. Discovery.
Early trials of this integration have shown compelling results: advertisers reached 40% more unique viewers using the same budget and reduced ad frequency by nearly 30%, leading to three times more value from their ad spend.
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“Our exclusive partnership with Roku is a giant leap for advertisers, bringing best-in-class planning, audience precision, and performance to TV advertising,” said Paul Kotas, Senior Vice President, Amazon Ads. “The collaboration enables agencies and brands that use Amazon DSP to benefit from greater efficiency and higher performance. We’re removing the guesswork to provide advertisers with unprecedented capabilities and delivering performance in ways that simply weren’t possible before. 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.”
The backbone of this partnership is a custom identity resolution service, which allows Amazon DSP to deterministically recognize logged-in users across Roku OS and devices. This capability enables advertisers to deliver consistent, personalized messaging across streaming platforms and devices—dramatically improving targeting accuracy and cross-channel measurement.
“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,” said Charlie Collier, President, Roku Media. “This collaboration delivers a unified, future-ready solution at an unprecedented scale, one designed to drive measurable outcomes by unlocking performance across CTV. With nearly half of all TV streaming time in the U.S. happening on Roku, and the power and depth of Amazon in retail and beyond, together we’re uniquely positioned to prove performance and differentiate DSP offerings for our shared advertisers and marketers.”
Unmatched Benefits for CTV Advertisers
This integration positions Amazon DSP as the most addressable platform for CTV activation on Roku, offering advertisers exclusive benefits such as:
- Precision Reach at Scale: With logged-in audiences across two of the largest CTV ecosystems, combined with Amazon’s vast first-party shopping, streaming, and browsing signals, brands can connect with highly relevant audiences and link ad exposures to real-world outcomes.
- Full-Funnel Measurement: Advertisers can now measure performance at every stage of the customer journey—leveraging Amazon DSP’s deep insights alongside Roku ad exposure data to track how ads influence consumer behavior across the funnel.
- Smarter Frequency Control: By recognizing viewers across multiple channels and devices, Amazon DSP delivers optimized ad frequency, reducing repetition and improving user experience while eliminating waste.
Amazon Ads continues to offer comprehensive, full-funnel advertising solutions, empowering brands of all sizes to drive growth and measurable impact. Through Amazon DSP, advertisers gain access to an advanced programmatic platform that unites first-party data, clean room technology, and AI-driven automation, streamlining campaign management and maximizing ROI across the CTV landscape.