In a landmark announcement for the advertising world, Amazon Ads and Roku, Inc. have unveiled a new integration partnership that promises to transform how businesses reach audiences on TV screens across America. This collaboration, revealed today, connects advertisers to an unprecedented 80 million U.S. households watching Connected TV (CTV)—that’s over 80% of all CTV households, according to ComScore data. For someone new to advertising, this means businesses can now show their ads to a massive, highly targeted audience through a single, platform called Amazon’s Demand-Side Platform (DSP).
You will now be able to buy one ad set and have the appear on Roku sticks or Amazon Fire TVs. This partnership makes it easier for advertisers to find the right viewers, show them ads, and track results, all while saving money.
Here’s how it works: Amazon DSP, a tool that helps businesses buy and manage ads, now connects directly with Roku’s platform, which powers millions of streaming devices and channels like The Roku Channel, Prime Video, Disney+, and more. This integration lets advertisers reach logged-in viewers—real people identified across devices and apps—ensuring ads hit the right audience. Early tests showed incredible results: advertisers reached 40% more unique viewers with the same budget and cut repetitive ads by nearly 30%, giving them three times more bang for their buck.
| “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.” |
“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,” said 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 U.S. 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.”
For businesses, this means precision targeting (using Amazon’s data to find the perfect audience), measurable outcomes (tracking how ads lead to sales), and better ad frequency control (avoiding over-showing ads). Amazon DSP stands out as the only platform offering these exclusive perks for Roku’s CTV audience, making it a must-have tool for advertisers.
This partnership doesn’t replace Roku’s own ad sales but enhances its commitment to open, performance-driven solutions. For anyone new to ads, think of this as a smarter, more efficient way to get your message on TV screens, backed by two giants in streaming and shopping. As CTV continues to dominate how we watch TV, this collaboration sets a new standard for advertising success.
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