Amazon Ads and Roku are officially raising the bar for connected TV advertising. In a move with industry-shaking potential, the two powerhouses have announced an exclusive integration that grants advertisers access to the largest authenticated CTV footprint in the U.S.—reaching approximately 80 million households, or over 80% of the entire CTV market, per Comscore data.
Through this partnership, advertisers using Amazon’s Demand-Side Platform (DSP) will gain unprecedented access to logged-in audiences across Roku’s ecosystem and beyond, including The Roku Channel, Prime Video, and other top streaming services like Disney, Tubi, FOX, Paramount, and Warner Bros. Discovery.
Why It Matters: Logged-In Scale Meets Performance Marketing
This isn’t just about broader reach—it’s about smarter reach. By leveraging authenticated viewer data, the integration allows advertisers to serve ads with surgical precision across channels and devices, connecting ad exposure directly to consumer actions like purchases or app installs.
In early testing, advertisers using the new integration were able to reach 40% more unique viewers with the same budget while cutting ad frequency by nearly 30%—a holy grail for brands aiming to balance reach and relevance without annoying their audience.
As Paul Kotas, SVP at Amazon Ads, puts it, “We’re removing the guesswork.” That’s not just marketing speak—it’s a signal that Amazon is serious about turning CTV into a true performance-driven channel, not just a brand awareness play.
Inside the Tech: Identity Resolution and Closed-Loop Measurement
At the heart of the partnership is custom identity resolution tech that allows Amazon DSP to deterministically recognize logged-in Roku users. This means brands can track audiences across devices and streaming services—a feat that’s long been elusive in the fragmented CTV landscape.
This also unlocks full-funnel analytics, from top-of-funnel impression tracking to bottom-of-funnel conversion metrics, something traditionally out of reach in legacy TV buying. It’s performance marketing principles brought to the living room screen.
Competitive Implications: The Streaming Arms Race Heats Up
The collaboration effectively fuses Amazon’s retail media and data prowess with Roku’s massive share of TV streaming time (nearly 50% in the U.S.). It positions the duo as a formidable counterweight to walled gardens like YouTube and Meta, and perhaps more notably, to retail media rivals such as Walmart Connect and Target’s Roundel, which have yet to announce anything this expansive in the CTV space.
It also raises the bar for programmatic players, including The Trade Desk and Magnite, whose access to premium CTV inventory often lacks the kind of authenticated scale and deterministic reach Amazon can now offer.
For Advertisers: What’s on the Table?
- Authenticated Reach at Scale: Tap into an 80M household audience across Roku and Amazon Fire TV ecosystems.
- Cross-Device Ad Frequency Control: No more bombarding the same viewer—serve just the right number of impressions.
- Performance Clarity: See exactly how CTV ads contribute to outcomes across the funnel, thanks to integrated Amazon DSP data.
- Retail Intelligence: Combine streaming behavior with Amazon’s trillions of browsing and purchase signals to close the loop from ad exposure to action.
What’s Next?
The integration will be available to all Amazon DSP advertisers in the U.S. by Q4 2025. While this exclusivity benefits Amazon Ads clients, it could also shift how brands and agencies think about their programmatic video buys—particularly as identity resolution and cookieless targeting become more critical in the next wave of adtech.
As Charlie Collier, President of Roku Media, summed it up, “This is a future-ready solution at unprecedented scale.” Translation: the days of guessing who’s on the other side of the screen—and whether your ad actually worked—are numbered.
