Amazon Ads and Roku join forces to deliver ads to 80% of U.S. CTV households

Amazon Ads and Roku have entered into a strategic partnership that will give advertisers access to more than 80% of connected TV (CTV) households in the United States. The collaboration is centered on a new integration that enables ad placements through Amazon’s demand-side platform (DSP), supported by authenticated data from both companies’ platforms.

The integration, slated to go live in Q4 2025, is expected to provide advertisers with a combined reach of approximately 80 million U.S. households. This audience base is drawn from users logged into Roku and Amazon streaming ecosystems—an approach that both companies say offers more precise and measurable targeting than previously available methods.

This agreement positions Amazon DSP as the exclusive platform to access this integrated footprint. Ads will run across major CTV services including The Roku Channel, Prime Video, and a host of other applications available on Roku and Fire TV operating systems. Additional supported platforms include Disney, Warner Bros. Discovery, Pluto TV, FOX, Paramount+, and Tubi.

Early trials have shown measurable gains in efficiency. According to internal data, advertisers were able to reach 40% more unique viewers without increasing their budgets, while also cutting the frequency of ad exposures per user by nearly 30%. The result is a reported tripling in return on ad spend for advertisers during testing.

A key feature of the integration is a shared identity resolution system. This technology allows Amazon DSP to identify logged-in viewers across both companies’ platforms, enabling cross-channel and cross-device ad delivery to specific households. This facilitates improved campaign planning, reach management, and measurement.

While Amazon and Roku compete in several areas, executives from both companies framed this partnership as a response to overlapping needs in the advertising ecosystem. Jay Askinasi, Roku’s Head of Global Media Revenue and Growth, and Kelly MacLean, VP of Amazon DSP, emphasized the alignment in goals around solving marketer challenges, particularly in the fragmented CTV space.

This move follows ongoing efforts by Roku to deepen its relationships with third-party DSPs and expand its programmatic video offerings. The new deal is described by both companies as an expanded version of an existing relationship, one that now includes more comprehensive inventory access and deeper data integration.

For advertisers, the deal offers several potential advantages: authenticated and deterministic reach across two major streaming ecosystems, reduced ad waste through more efficient frequency capping, and improved insight into the full customer journey through shared measurement capabilities.