Amazon Ads and Roku have joined forces to introduce a groundbreaking integration that grants advertisers access to an extensive authenticated Connected TV (CTV) footprint in the U.S. through Amazon DSP. This collaboration, unveiled on June 16th, opens doors to approximately 80 million U.S. CTV households, marking a significant milestone in the advertising realm. Leveraging ComScore data, this partnership promises enhanced performance, planning, optimization, and measurement capabilities for advertisers, positioning CTV as a potent performance-driven solution.
Early tests of this integration have demonstrated promising outcomes, with advertisers witnessing a notable increase in unique viewers and a reduction in ad exposure frequency. This translates to a more efficient utilization of ad budgets and a substantial boost in the value derived from advertising investments.
Paul Kotas, Senior Vice President at Amazon Ads, expressed enthusiasm about the partnership with Roku, emphasizing the transformative impact on TV advertising. By combining their technologies, advertisers can now achieve comprehensive campaign outcomes, spanning from brand awareness to conversion, while minimizing media wastage across Amazon and Roku streaming audiences.
The integration employs a tailored identity resolution service that enables Amazon DSP to identify logged-in viewers across Roku OS and devices in the U.S. This innovative approach facilitates precise audience targeting and measurement, ensuring advertisers can effectively engage with viewers across various streaming channels and devices.
Charlie Collier, President of Roku Media, highlighted the commitment to delivering performance-driven solutions that offer transparency and accountability for advertisers. The partnership with Amazon reinforces this commitment, presenting advertisers with a unified, scalable solution designed to drive measurable results across CTV platforms.
Amazon DSP’s enhanced capabilities now offer advertisers unparalleled advantages, including precise audience targeting, measurable outcomes throughout the customer journey, and effective control over ad frequency. This strategic collaboration aligns with Roku’s dedication to maximizing reach and performance for its clients, complementing the company’s direct sales strategy.
Amazon Ads provides comprehensive advertising solutions to empower businesses of all sizes in achieving their marketing objectives at scale. Amazon DSP, a technology solution under Amazon Ads, leverages first-party insights and cutting-edge technology to enhance the synergy between advertisers and publishers, ultimately boosting efficiency and performance.
This collaboration between Amazon Ads and Roku signifies a significant advancement in the advertising landscape, promising a future-ready solution that drives performance across CTV. Advertisers can look forward to accessing this innovative solution by Q4 2025, ushering in a new era of precision, efficiency, and effectiveness in TV advertising.
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