- Amazon Ads and Roku (ROKU, Financial) announce a groundbreaking partnership to create the largest authenticated CTV footprint in the U.S.
- The integration exclusively grants advertisers access to over 80 million U.S. CTV households via Amazon DSP.
- This collaboration promises improved advertising performance and reach, enabling a more efficient use of ad budgets.
Amazon Ads and Roku, Inc. (ROKU) have unveiled a new integration, granting advertisers unprecedented access to the largest authenticated connected TV (CTV) audience in the United States through Amazon's demand-side platform (DSP). This exclusive partnership is poised to reach over 80 million U.S. CTV households, representing more than 80% of U.S. CTV households, according to ComScore data.
The collaboration stands out by offering advertisers enhanced addressability across major streaming platforms, including The Roku Channel and Prime Video. Additionally, it integrates with other leading services such as Disney, FOX Corporation, Paramount, Tubi, and Warner Bros Discovery.
Early tests of this integration have demonstrated the partnership's effectiveness, with advertisers achieving a 40% increase in unique viewer reach and a significant 30% reduction in ad frequency for individual audiences, thus optimizing the value of their ad spend.
Paul Kotas, Senior Vice President of Amazon Ads, highlighted the transformative potential of this collaboration, emphasizing improved planning, audience targeting, and media efficiency, which provides advertisers with capabilities that were previously unattainable.
Charlie Collier, President of Roku Media, reiterated Roku's dedication to delivering pervasive and accountable advertising solutions, stating that this partnership with Amazon bolsters their mission. With substantial streaming time occurring on Roku devices, the integration is set to unlock significant performance improvements across CTV for advertisers.
The new solution, leveraging a custom identity resolution service, aims to deliver precise audience targeting and measurable results across the entire advertising funnel, from awareness to conversion. This functionality will be available to all advertisers using Amazon DSP in the U.S. by Q4 2025.
