Amazon Ads Announces Partnership with Roku
The integration utilises a custom identity resolution service, allowing Amazon DSP to recognise logged-in viewers across the Roku OS and devices in the US.
Topics
Amazon Ads and Roku, Inc. have introduced a new integration that allows advertisers to reach authenticated Connected TV (CTV) households in the US through Amazon DSP. This integration offers reach into roughly 80 million US CTV households—more than 80% of the national market, according to ComScore.
The collaboration improves the ability to target and measure CTV ads across platforms, including The Roku Channel, Prime Video, and other popular streaming services available on Roku and Fire TV devices.
It also enhances access to content from top media companies such as Disney, FOX, Paramount, Tubi, and Warner Bros. Discovery.
Early tests of this integration have shown significant results. Advertisers using this new solution reached 40% more unique viewers with the same budget and reduced how often the same person saw an ad by nearly 30%, enabling advertisers to benefit from three times more value from their ad spend.
ALSO READ: Yahoo Extends Identity Solutions Suite Availability
“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.”
The integration utilises a custom identity resolution service, allowing Amazon DSP to recognise logged-in viewers across the Roku OS and devices in the US. This capability enables advertisers to reach the same viewer deterministically across different streaming channels and devices, providing more accurate audience targeting and measurement than previously possible.
Charlie Collier, President, Roku Media, said, “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. 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 US 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.”
This partnership complements Roku’s direct sales strategy and reinforces the company’s commitment to working with a diverse range of partners, including DSPs, to maximise reach and performance for our clients.
ALSO READ: Roku Adds Advertising Watermark For Ad Spoofing Protection
