Amazon and Roku might compete at a variety of levels, including hardware, but that doesn’t mean the two cannot find common ground, as demonstrated by their now combined approach to ad inventory.
Thanks to a new partnership between Amazon Ads and Roku, advertisers buying through Amazon Delivery Service Partner (DSP) will now have access to Roku’s footprint as well. Or, as the announcement explains, “the largest authenticated CTV footprint in the U.S.“
By combining access to the Roku and Fire TV operating systems, the partnerships also means enhanced addressability across a variety of popular streaming apps, including The Roku Channel and Prime Video.
“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 scale now available is expected to massively enhance multiple aspects of the advertiser experience, including improvements in performance, planning, optimization, and measurement.
“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,” said Charlie Collier, President, Roku Media. “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 U.S. 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.”
The combined reach is estimated to total around 80 million Connected TV (CTV) households in the United States, representing more than 80% of U.S. CTV households in general.
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