Amazon recently announced an exclusive partnership with Roku to take Connected TV (CTV) advertising to the next level. With this partnership, advertisers can now access Roku’s premium streaming inventory directly through Amazon’s powerful demand-side platform (DSP). In other words, advertisers can buy ads programmatically across Amazon’s streaming properties and Roku’s 80+ million active households, all in one place.
Amazon states that early tests have “reached 40% more unique viewers with the same budget and reduced how often the same person saw an ad by nearly 30%, enabling advertisers to benefit from three times more value from their ad spend.”
Why This Matters for Advertisers
- Bigger, Unified Reach:
Advertisers no longer need to plan separate buys for Amazon and Roku. This means more efficient media planning, less fragmentation, and the ability to scale campaigns across two major streaming ecosystems simultaneously. Amazon DSP can also now recognize users across channels and devices for more effective control of ad frequency. - Smarter Audience Targeting:
By combining Amazon’s rich first-party shopping and streaming data with Roku’s household-level viewing data, brands can reach precise audience segments (such as frequent shoppers or genre fans) with relevant, engaging ads. - Improved Measurement & Insights:
Advertisers benefit from unified reporting that connects ad exposure to real-world outcomes, including online shopping and streaming behaviors. This drives better optimization and ROI across campaigns.
Amazon states that this new solution will be available to advertisers currently using Amazon DSP by the end of the year.
