Amazon partners with Roku for connected TV advertising initiative

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.”