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Amazon and Roku,
CTV reach expands with ease,
Ads find new pathways.

Amazon, Roku partner to enhance CTV advertising reach in the US
Amazon Ads and Roku have announced a new integration that aims to provide advertisers with access to the largest authenticated Connected TV (CTV) footprint in the United States through Amazon's Demand-Side Platform (DSP). The partnership offers a shared ad identifier, which is expected to deliver logged-in reach to an estimated 80 million U.S. CTV households. This figure represents over 80% of U.S. CTV households, according to data from ComScore.
The collaboration is designed to enhance addressability across major streaming applications. These include The Roku Channel, Prime Video, Disney, FOX Corporation, Paramount+, Pluto TV, Tubi, and WarnerBros Discovery. Early tests of the new solution indicated that advertisers were able to reach 40% more unique viewers while maintaining the same budget. Additionally, ad frequency was reduced by nearly 30%.
The integration utilises a custom identity resolution service. This service allows Amazon DSP to recognise logged-in viewers across Roku's operating system and devices within the United States. As a result, Amazon DSP now offers advertisers exclusive advantages. These include authenticated reach, measurable results across the customer journey, and effective control of ad frequency.
Senior Vice President of Amazon Ads, Paul Kotas, said: "Our exclusive partnership with Roku is a giant leap for advertisers bringing best-in-class planning, audience precision, and performance to TV advertising. 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."
President of Roku Media, Charlie Collier, said: "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. 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."
The new solution is set to be available to all advertisers using Amazon DSP in the United States by the fourth quarter of 2025.