Roku Teams Up with Amazon for Online Advertising Opportunities

Roku has sealed a deal with Amazon Ads, creating the largest authenticated Connected TV presence in the U.S. This partnership is anticipated to reach a staggering 80 million U.S. households with Connected TV, accounting for over 80% of households in the country, according to ComScore data.

The collaboration encompasses major streaming apps like The Roku Channel, Prime Video, and other services available on Roku and Fire TV platforms, such as Disney+, Paramount+, Tubi, and HBO Max from Warner Bros Discovery, among others.

Roku reports that advertisers utilizing this new solution have seen a 40% increase in reaching unique viewers with the same ad budget. Additionally, there has been a nearly 30% reduction in how frequently the same person views an ad, resulting in advertisers extracting three times more value from their advertising expenditure.

Paul Kotas, Senior Vice President of Amazon Ads, described the partnership as a significant advancement for advertisers. He explained that agencies and brands utilizing Amazon DSP will experience improved efficiency and performance with this collaboration.

By merging their technologies, advertisers can now drive comprehensive campaign outcomes—from building awareness to driving conversions—while reducing media waste across Amazon and Roku streaming audiences. This integration enables Amazon DSP to identify logged-in viewers across Roku devices in the U.S., allowing advertisers to target the same viewer consistently across various streaming channels and devices for more precise audience targeting and measurement than ever before.

Charlie Collier, President of Roku Media, highlighted the strategic advantage of combining Amazon’s retail prowess with Roku’s dominant position in TV streaming. The partnership aims to deliver superior performance and distinguish DSP offerings for advertisers and marketers alike.