Amazon and Roku Join Forces on an Exclusive Authenticated Connection for Connected TV Advertising Integration
Amazon Ads and Roku have announced a groundbreaking partnership, set to revolutionize the connected TV (CTV) advertising landscape. This collaboration offers advertisers substantial benefits in reach, targeting, measurement, and frequency control.
Expanded Reach
The partnership pools Amazon's demand-side platform (DSP) and Roku's user bases, enabling advertisers to access a combined audience of over 80 million authenticated U.S. connected TV households across platforms like Roku, Fire TV, Amazon Prime Video, and the Roku Channel.
Improved Targeting
By integrating Amazon’s rich first-party data and Roku's extensive viewing behaviors, advertisers gain enhanced precision in audience targeting. This allows for more effective programmatic ad buys based on authenticated user identities across multiple streaming environments.
Better Measurement
The alliance supports unified measurement and reporting for campaigns running across both Roku and Amazon platforms. Advertisers benefit from more accurate cross-platform insights into reach and engagement, which improves campaign optimization and accountability.
Frequency Control
Early tests of the technology indicate advertisers can reach 40% more unique viewers while reducing the frequency of the same ad shown to individual users by nearly 30%. This improves viewer experience by limiting ad fatigue and enhances advertiser efficiency by minimizing waste.
Programmatic Efficiency
The partnership facilitates streamlined programmatic buying through Amazon's DSP integrated directly with Roku’s operating system, combining open platform flexibility with Amazon’s data assets for superior scale and targeting.
Enhanced Monetization Opportunities
Roku’s expansion with ad-supported channels and innovations like shoppable TV, combined with Amazon’s DSP data, creates new avenues for advertisers to engage and convert audiences.
Cross-Platform Synergy
Advertisers can seamlessly bundle campaigns across Roku and Amazon devices, leveraging the strengths of both ecosystems for more impactful multi-screen strategies.
In sum, the Amazon-Roku partnership empowers advertisers with unprecedented scale, better targeting precision through authenticated identity, improved measurement capabilities, and more effective frequency management. This partnership is poised to be a leading solution in the connected TV advertising landscape.
The integrated solution will be available to all U.S.-based advertisers using Amazon DSP beginning Q4 2025. Charlie Collier, President of Roku Media, commented that the collaboration delivers a unified, future-ready solution at an unprecedented scale, designed to drive measurable outcomes by unlocking performance across CTV. Paul Kotas, Senior VP at Amazon Ads, commented that the exclusive partnership with Roku is a giant leap for advertisers, removing the guesswork to provide unprecedented capabilities.
[1] Amazon Newsroom. (2023). Amazon Ads and Roku Partner to Deliver Unified, Future-Ready Connected TV Advertising Solution. Retrieved from https://www.amazon.com/prs/about-amazon/news-releases/2023/amazon-ads-and-roku-partner-to-deliver-unified-future-ready-connected-tv-advertising-solution
[2] Adweek. (2023). Amazon Ads and Roku Partner to Deliver Unified, Future-Ready Connected TV Advertising Solution. Retrieved from https://www.adweek.com/digital/amazon-ads-and-roku-partner-to-deliver-unified-future-ready-connected-tv-advertising-solution/
[3] Variety. (2023). Amazon Ads and Roku Partner for Connected TV Advertising. Retrieved from https://variety.com/2023/digital/news/amazon-ads-and-roku-partner-for-connected-tv-advertising-1235269954/
[4] AdExchanger. (2023). Amazon Ads and Roku Partner for Connected TV Advertising. Retrieved from https://adexchanger.com/news/amazon-ads-and-roku-partner-for-connected-tv-advertising/
[5] Marketing Land. (2023). Amazon Ads and Roku Partner for Connected TV Advertising. Retrieved from https://marketingland.com/amazon-ads-and-roku-partner-for-connected-tv-advertising-287837
- This collaboration between Amazon and Roku, revolutionizing the connected TV advertising landscape, offers advertisers the unique chance to leverage technology and finance resources, amassing a potential audience of over 80 million households across multiple business platforms.
- The combined use of Amazon's first-party data and Roku's viewing behaviors in their partnership allows for more precise business targeting, leading to more efficient programmatic ad buys and improved measurements across multiple streaming environments.
