Image source: Shutterstock

Highlights

  • Roku partners with Amazon DSP to offer exclusive access to its authenticated CTV audience, reaching 80 million U.S. households.
  • The company reports early tests achieved 40% more unique viewers and a 30% reduction in ad frequency per viewer.
  • It enables improved targeting and measurement through custom identity resolution technology.

Roku, Inc. (NASDAQ:ROKU) headquartered in San Jose, California, is a streaming platform and device maker that sells Roku-branded TVs and smart home products in the U.S., licenses its technology globally to OEMs, and operates The Roku Channel, a widely used app offering free and premium content.

ROKU and Amazon Ads have announced an exclusive integration that will provide advertisers with access to Roku’s authenticated Connected TV (CTV) audience through Amazon DSP. The collaboration gives agencies and marketers using Amazon’s demand-side platform the ability to reach an estimated 80 million U.S. CTV households, representing over 80% of the national CTV footprint, according to ComScore data.

The partnership aims to enhance addressability and measurement across leading streaming platforms, including The Roku Channel, Prime Video, and other popular services operating on Roku and Fire TV. The integration uses a custom identity resolution service, enabling Amazon DSP to recognize logged-in users across Roku devices. This capability supports more precise targeting, improved planning and optimization, and helps advertisers control ad frequency more effectively.

According to both companies, early trials of the integration showed advertisers were able to reach 40% more unique viewers with the same budget, while reducing ad repetition per individual viewer by nearly 30%. This resulted in what they describe as a more efficient allocation of advertising resources and an improved viewing experience.

Paul Kotas, Senior Vice President at Amazon Ads, noted that the collaboration was intended to simplify the advertising process and provide greater transparency and performance measurement. “The collaboration enables agencies and brands that use Amazon DSP to benefit from greater efficiency and higher performance,” Kotas said. “Advertisers can now drive campaign outcomes across the funnel, from awareness through conversion, while reducing media waste across Amazon and Roku streaming audiences.”

The agreement allows advertisers using Amazon DSP to combine Roku’s authenticated CTV audience data with Amazon’s first-party insights from shopping, streaming, and browsing behavior.

As part of the integration, advertisers gain additional controls over how frequently viewers see ads across different devices and platforms. By identifying users across channels, Amazon DSP can reduce repetitive ad exposure, aligning the ad delivery more closely with actual user behavior and preferences.