Who is attempting to make a spectacular debut at the Cannes Lions? (With the exception of, well, everybody.)
Early on Monday morning, Roku and Amazon announced their alliance, which is expected to create the “largest authenticated TV footprint” in the United States.
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Roku’s head of worldwide media sales and growth, Jay Askinasi, stated that both platforms demand users to be “100%” logged in. Put another way, a multitude of first-party data criteria make it very straightforward to identify certain audiences, making it simple to target and measure them more accurately than with other approaches.
Through Amazon’s DSP, the two businesses anticipate that their combined data footprint will enable advertisers to reach about 80 million CTV households. This amounts to more than 80% of all CTV households in the US, according to Comscore data.
Not surprisingly, Roku provides a large portion of that coverage. Askinasi told AdExchanger that about half of all streaming in US households already occurs through the operating system of the streaming provider on all of their devices.
As of right now, both parties are satisfied with the results of the first closed tests, even though the public launch won’t happen until Q4 of this year.
The integration of Roku and Amazon data has resulted in a threefold increase in return on ad spend, 42% more unique reach at the same media budget, and a 27% decrease in frequency—the number of times viewers see the same ad—according to Kelly MacLean, vice president of Amazon DSP.
The ultimate launch should ideally be advantageous to each and every participant in the digital advertising sector. According to MacLean, marketers will be able to more precisely target those same customers, publishers will find it easier to provide advertising to the correct people, and users will have a better experience.
“At the end of the day, we want to make it easier for marketers of all sizes to have more deterministic reach, incremental reach, and better campaign performance,” she continued.
Additionally, the development is consistent with Roku’s ongoing endeavors to broaden its partnerships with third-party DSP platforms during the past two years.
According to Askinasi, Roku had previously been collaborating with Amazon’s DSP before this announcement. As it happens, this latest version is a “substantially enriched version” of what Roku has been providing to marketers, especially in terms of its programmatic in-stream video inventory.
Less emphasis is placed on what or who Roku wishes to collaborate with. Askinasi stated, “It’s more about who our clients and marketers want to work with.”
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