Amazon and Roku are teaming on a new initiative that will give advertisers access to more than 80% of connected TV (CTV) households in the United States.
The partnership will deliver the largest authenticated CTV footprint in the US, around 80m households, according to Amazon Ads and Roku. It will be delivered exclusively through Amazon DSP, its demand-side platform that programmatically buys ads.
The initiative will allow addressability across major streaming apps, including The Roku Channel, Prime Video and other leading CTV streaming services on Roku and Fire TV operating systems.
Amazon and Roku said early tests of the integration have helped advertisers reach 40% more unique viewers with the same budget and reduced how often the same person saw an ad by nearly 30%.
The integration uses a custom identity resolution service, allowing Amazon DSP to recognise logged-in viewers across the Roku OS and devices in the US. This enables advertisers to reach the same viewer across different streaming channels and devices, while providing more accurate audience targeting and measurement.
The new solution will be available in the US to all advertisers that use Amazon DSP by the fourth quarter of 2025.
Paul Kotas, Senior Vice President of Amazon Ads, said: “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.”
Charlie Collier, President of Roku Media. “This collaboration delivers a unified, future-ready solution at an unprecedented scale, one designed to drive measurable outcomes by unlocking performance across CTV.”
Service List Registry appoints Peter MacAvock to advisory board
Digital Video Broadcasting (DVB) Project Former Chair Peter MacAvock will join the advisory board of online audiovisual services directory Service List Registry (SLR).
IBC Accelerators: Discover groundbreaking POCs and innovative solutions to real-world problems at IBC2025
Eight Accelerator projects and one Special Incubator project will be presented during IBC2025 as part of the Accelerator Media Innovation Programme, which seeks to offer fast-track solutions to real-world challenges facing the industry.
Blast and Singapore Tourism Board to host four esports arena events
Danish esports organiser Blast has signed a multi-year partnership with the Singapore Tourism Board (STB) to host four arena esports events in Singapore over the coming years.
.jpg)
Streamers reduce scripted TV commissions
The number of scripted TV originals ordered for production by the top six global streamers in the first half (H1) of 2025 has fallen by 24% year-on-year, according to Ampere Analysis.
EBU welcomes introduction of European Media Freedom Act
The European Broadcasting Union (EBU) has welcomed the European Media Freedom Act (EMFA) coming into force, stating it will strengthen media independence and pluralism.
