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Amazon Ads and Roku Inc. have unveiled a pioneering partnership offering advertisers access to the largest authenticated Connected TV (CTV) footprint in the U.S. — now available exclusively via Amazon DSP.

Scope of Integration

The collaboration delivers a shared ad identifier, enabling logged-in access to approximately 80 million U.S. households—over 80% of all homes streaming via CTV, per ComScore data.

Benefits to Advertisers

• Extended Reach, Lower Frequency: Early tests report a 40% increase in unique viewers and nearly 30% fewer repetitive ad impressions, yielding threefold improved ad efficiency.

• Advanced Targeting & Measurement: Amazon DSP can now precisely track and target viewers deterministically across Roku OS and Fire TV platforms—extending across premium streaming apps like Disney, FOX, Paramount+, Pluto TV, Tubi, and Warner Bros Discovery.

Executive Commentary

Paul Kotas, Senior VP at Amazon Ads, commented:

“Our exclusive partnership with Roku is a giant leap for advertisers… removing the guesswork to provide unprecedented capabilities.”

Charlie Collier, President of Roku Media, stated:

“This collaboration delivers a unified, future‑ready solution at an unprecedented scale… designed to drive measurable outcomes by unlocking performance across CTV.”

Technical Framework

The integration employs a bespoke identity resolution service, enabling Amazon DSP to verify logged-in users across Roku devices and channels—ensuring precise, cross-screen ad delivery and robust measurement capabilities.

Advertiser Advantages

• Precision Targeting: Leveraging Amazon’s extensive first-party data combined with authenticated reach across major CTV ecosystems for enhanced audience targeting.

• Comprehensive Measurement: Insights span full-funnel metrics, from ad exposure to conversions, across Roku properties.

• Frequency Control: Deterministic user identification minimizes ad fatigue and enhances viewer experience.

Availability

The integrated solution will be available to all U.S.-based advertisers using Amazon DSP beginning Q4 2025.

About Amazon Ads

Amazon Ads delivers scalable, data-driven advertising solutions for brands of every size. Its Amazon DSP enables automated campaign planning, bidding, and analytics using first-party data and AI. The platform empowers advertisers and publishers to maximize performance across channels including retail, streaming, and display.

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