Amazon Ads and Roku have signed a milestone agreement to collaborate on a new advertising initiative that will provide media buyers with access to more than 80% of connected-TV households in the US.
The new service is slated to hit the market in the fourth quarter of 2025. Amazon’s demand-side platform (DSP) will be used to serve adverts on popular platforms such as the Roku Channel and Prime Video, as well as other services made available through the Roku and Fire TV operating systems.
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The partnership was announced as the advertising, entertainment, and technology industries gathered in the south of France for the annual Cannes Lions conference.
According to the corporations, early experiments of the integration have given promising results. Ads posted using the new configuration reached 40% more unique viewers at no additional expense to the buyer, while also reducing the frequency with which ads were shown to the same person by nearly 30%. That results in three times the value for the same ad spend as earlier selections.
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In an interview with Deadline, Jay Askinasi, Head of Global Media Revenue and Growth at Roku, and Kelly MacLean, VP of Amazon DSP, admitted that the two tech companies compete in some areas. However, they also noted that the two are mutual clients, with Roku selling connected devices on Amazon.com and Prime Video available in Roku’s 100 million+ households.
“There was a strong business relationship there to begin with,” Askinasi told me. Furthermore, both firms are “trying to solve marketers’ challenges,” he noted, “and I think we are uniquely positioned together to do something like this.” Amazon and Roku are also “both very customer-obsessed,” according to MacLean. “We’ve both been trying to solve these CTV industry challenges.” She described the merged arena created by the agreement as a “new canvas” for brand messages.
Paul Kotas, SVP of Amazon Ads, described the agreement as “a giant leap for advertisers.” He also stated that it would enable “unprecedented capabilities and deliver performance in ways that simply weren’t possible before.”
The integration employs what the firms call “a custom identity resolution service,” which enables the Amazon DSP to recognize logged-in viewers across the Roku operating system and devices in the United States. That capacity aims to increase targeting.
“For years, Roku has been devoted to providing performance-driven, open, and interoperable solutions that provide advertisers visibility and accountability. “Our partnership with Amazon strengthens this mission because Amazon DSP exemplifies these principles,” stated Charlie Collier, President of Roku Media.
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