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Asif Mohammad Sovon
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Asif Mohammad Sovon @asif_mohammad_sovon

Meet Asif Mohammad Sovon, an IT Assistant in the Bangladesh Air Force and a tech writer for Fileion....

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Jun 16, 2025

Amazon and Roku Forge Major CTV Advertising Alliance

Amazon and Roku Forge Major CTV Advertising Alliance Fileion.Com
Amazon Ads and Roku have teamed up to merge their authenticated CTV audiences. Together, they now reach roughly 80 million households—over 80% of U.S. CTV viewers. This integration, exclusive to Amazon DSP, creates the largest verified CTV footprint in the country.

What Advertisers Gain

  • Broader reach with precision Combining Amazon’s shopping and browsing data with Roku’s streaming insights allows ads to be targeted more accurately.
  • Efficient ad delivery Tests show advertisers reached 40% more unique viewers using the same budget. Frequency was reduced by nearly 30%, boosting campaign value threefold.
  • Single login tracking across devices, Amazon DSP can now pinpoint logged‑in users across Roku and Fire TV ecosystems, enabling smarter ad frequency control.

Leadership Speaks

Paul Kotas, SVP at Amazon Ads, said: “Our exclusive partnership with Roku is a giant leap for advertisers… delivering performance in ways that simply weren’t possible before”.
 
Charlie Collier, President at Roku Media, added: “This collaboration… is designed to drive measurable outcomes by unlocking performance across CTV”.

Why It Matters

CTV ad spending is rising rapidly—expected to surpass $33.5 billion in the U.S. this year. Roku currently leads in device share at 38%, followed by Fire TV at 18%. This tie‑up strengthens Amazon’s reach and positions Roku as its primary DSP channel.

Early Performance Highlights

  • 40% more unique viewers reached per dollar.
  • Almost 30% fewer repeat exposures.
  • Advertisers report three times the return on ad spend.

What’s Next

The integration will roll out across the U.S. advertisers using Amazon DSP by Q4 2025. Brands can expect access to premium ad slots across The Roku Channel, Prime Video, Disney+, Warner Bros, and more.
 
Interested in how this deal could reshape your advertising strategy—or wondering how competitors might respond? Drop a comment or stay tuned for deeper coverage!
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