Amazon Ads and Roku are partnering to unify CTV ad targeting and measurement across platforms in the U.S. The new partnership aims to give advertisers a much broader and more precise way to reach connected TV audiences.

According to both companies, this new integration will allow advertisers using Amazon's demand-side platform (DSP) to reach more than 80% of U.S. connected TV households.

That’s an estimated 80 million TV devices, according to Roku. The partnership brings Amazon’s DSP into Roku’s ecosystem in a way that recognizes logged-in viewers. Through what the company describes as a “custom identity resolution service,” advertisers using Amazon DSP will be able to target the same viewer across different apps and devices.

What makes this different from other CTV ad buys?

Most connected TV campaigns rely on probabilistic data to guess who is watching. Through this custom identity resolution technology, Amazon’s DSP can now recognize when a logged-in viewer is using a Roku-powered device. 

That means if a viewer is signed into their Roku device, Amazon’s DSP will now be able to find them and serve targeted ads across Roku’s apps and channels, as well as Amazon Fire TV. Campaigns that previously ran only on Prime Video or Fire TV can now extend into Roku’s environment, specifically The Roku Channel and other streaming apps within Roku’s operating system.

For instance, if a viewer watches part of a show on Roku and later switches to Fire TV, advertisers can still reach that same user without serving them repetitive or irrelevant ads. Kelly MacLean, VP of Amazon Ads, said, “For the first time in the TV advertising industry, marketers will be able to access logged-in users across all apps and devices in a way that delivers performance in ways that simply weren’t possible before.”

What this means for advertisers using Amazon DSP

Roku and Amazon will combine their respective insights to enable brands and agencies to see what’s working. Advertisers can track how exposure to a CTV ad leads to actions such as a website visit, product view, or purchase.

The company says this also means fewer wasted impressions. Since advertisers can now see how many times a single viewer has been exposed to an ad across devices, they can avoid overexposure and optimize their budgets.

“For years, Roku has been committed to delivering performance-driven, open, and interoperable solutions,” said Charlie Collier, President of Roku Media. He called the partnership a “future-ready solution” that can help drive measurable outcomes for advertisers.

Availability timeline

The new identity resolution capability will roll out in the United States by the fourth quarter of 2025 and will be available to all advertisers using Amazon’s demand-side platform.

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