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Jun 16, 2025
Roku and Amazon team up on an authenticated CTV solution. What it means for advertisers
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Roku Advertising
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In a big step forward for the streaming industry, Roku and Amazon have joined forces to unify authenticated, logged-in TV audiences across both of our platforms.
Our partnership with Amazon creates the largest authenticated CTV solution in North America, with big implications for brands and consumers alike. For advertisers, it will lead to improvements in performance, planning, optimization, and measurement. Meanwhile, viewers will enjoy a better TV experience thanks to improved ad frequency management.
“This collaboration delivers a unified, future-ready solution at an unprecedented scale, one designed to drive measurable outcomes by unlocking performance across CTV,"
said Charlie Collier, President of Roku Media.
“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.”
Let’s break down what the partnership will mean for advertisers.
Shifting to deterministic signals
For many brands, the value of digital media lies in its precision and performance. With this new solution, marketers can use deterministic matching to accurately resolve audiences across the Roku operating system, The Roku Channel, Amazon Fire TV, and Amazon Prime Video. This enables them to reach the same viewer across different streaming channels and devices, providing more accurate audience targeting and measurement than was possible previously.
Activate Roku audiences through Amazon DSP
The integration uses a custom identity resolution service that allows Amazon DSP to recognize logged-in viewers across the Roku OS and devices in the U.S. This will help marketers of all sizes who use the Amazon DSP to maximize their unique reach and frequency across the Amazon and Roku audience footprint.
Measurable
results
Combining data from ads served on the Roku platform with Amazon DSP insights reveals precisely how ads drive outcomes across the funnel. This level of intelligence across Roku properties is not available through any other DSP.
A new chapter for identity collaboration in CTV
Early tests of this new solution are showing great results for advertisers and streamers alike. Advertisers leveraging the partnership reached 40% more unique viewers with the same budget and reduced how often the same person saw an ad by almost 30%.
We’re excited to join forces with Amazon on this groundbreaking new solution – and to help our advertisers maximize their addressable reach and deliver measurable business outcomes.
For more on our partnership with Amazon, check out the
full announcement
.
Let’s talk. Contact Roku
and see how you can get started today.
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