Amazon Ads and Roku have joined forces in an exclusive new partnership that integrates Amazon’s demand-side platform with Roku’s advertising inventory, unlocking what the companies claim is the largest authenticated connected TV footprint in the United States. (As part of Beet.TV’s coverage of this major news event, we’re republishing our interview with Dylan Moorhead, director of global publisher business development and strategic ad partnerships at Roku, from FreeWheel’s Programmatic Summit in March.)
The collaboration, announced June 16, grants advertisers access to an estimated 80 million U.S. CTV households — more than 80% of the market — by combining audiences across the Roku and Fire TV operating systems. Those include The Roku Channel, Prime Video and other major streaming services such as Disney+, Tubi, FOX, Paramount and Warner Bros. Discovery.
Identity resolution
At the heart of the integration is a custom identity resolution system that allows Amazon’s DSP to recognize and target logged-in viewers across Roku devices. This enables more precise targeting and measurement across channels and devices, something previously out of reach for advertisers due to data fragmentation.
In early tests, campaigns using the joint Amazon-Roku platform reached 40% more unique viewers on the same budget, while reducing ad frequency per viewer by nearly 30%. The result: advertisers achieved up to three times more value from their media spend, the companies said.
‘Giant leap’ for ad business
Paul Kotas, senior vice president at Amazon Ads, called the partnership a “giant leap” for the advertising industry.
“Advertisers can now drive full-funnel campaign outcomes—from awareness through conversion — while eliminating media waste across Amazon and Roku streaming audiences,” he said in the announcement.
Charlie Collier, president of Roku Media, said the collaboration complements Roku’s open and performance-focused strategy.
“This collaboration delivers a unified, future-ready solution at an unprecedented scale, one designed to drive measurable outcomes by unlocking performance across CTV,” he said.
Key benefits for advertisers include:
- Authenticated precision targeting across a logged-in user base using Amazon’s shopping, browsing, and streaming signals.
- Cross-platform measurement, tracking how ads perform at every stage of the customer journey.
- Smart ad frequency control, reducing viewer fatigue and maximizing efficiency by recognizing users across devices.
The integration is expected to launch in the fourth quarter of 2025 and represents a major advance in programmatic CTV advertising, merging Roku’s streaming dominance with Amazon’s data-rich ecosystem.
The partnership also reinforces Roku’s strategy of working with a range of advertising technology providers to give media buyers flexibility while deepening its direct sales offering. For Amazon, it expands the DSP’s capabilities beyond traditional media buying into performance-driven television at a scale previously unavailable.
