Amazon Ads, Roku announce CTV ad partnership
June 16, 2025
Amazon Ads and Roku have announced a new integration that gives advertisers access to what they claim is the largest authenticated CTV footprint in the US, exclusively through Amazon DSP.
The new collaboration delivers logged-in reach to an estimated 80 million Connected TV (CTV) households, representing more than 80 per cent of US CTV households according to ComScore data.
The partnership seeks to enhances addressability across major streaming apps including The Roku Channel, Prime Video and other streaming services on Roku and Fire TV operating systems; popular streaming services already available, including Disney, Fox Corporation, Paramount, Tubi, and Warner Bros Discovery; and all premium publishers.
Early tests of this integration have shown significant results. Advertisers using this new solution reached 40 per cent more unique viewers with the same budget and reduced how often the same person saw an ad by nearly 30 per cent, enabling advertisers to benefit from three times more value from their ad spend.
“Our exclusive partnership with Roku is a giant leap for advertisers, bringing best-in-class planning, audience precision, and performance to TV advertising,” said Paul Kotas, Senior Vice President, Amazon Ads. “The collaboration enables agencies and brands that use Amazon DSP to benefit from greater efficiency and higher performance. 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.”
The integration utilises a custom identity resolution service, allowing Amazon DSP to recognise logged-in viewers across the Roku OS and devices in the US. This exclusive capability enables advertisers to reach the same viewer deterministically across different streaming channels and devices, providing more accurate audience targeting and measurement.
“For years, Roku has been committed to delivering performance-driven, open, and interoperable solutions that provide visibility and accountability for advertisers. Our partnership with Amazon strengthens this mission, as Amazon DSP exemplifies these principles,” added Charlie Collier, President, 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. With nearly half of all TV streaming time in the US happening on Roku, and the power and depth of Amazon in retail and beyond, together we’re uniquely positioned to prove performance and differentiate DSP offerings for our shared advertisers and marketers.”
The new solution will be available in the US to all advertisers that use Amazon DSP by Q4 2025.
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