Amazon Ads and Roku, announced a new integration that gives advertisers access to the largest authenticated CTV footprint in the U.S. exclusively through Amazon DSP. The new collaboration delivers logged-in reach to an estimated 80M U.S. Connected TV (CTV) households, representing more than 80% of U.S. CTV households according to ComScore data. Unlocking an addressable CTV audience at such unprecedented scale will drive improved performance, planning, optimization, and measurement for all advertisers, further enabling CTV as a true performance solution. The exclusive partnership between two leaders in CTV enhances addressability across major streaming apps including The Roku Channel, Prime Video, and other leading CTV streaming services on Roku and Fire TV operating systems; popular streaming services already available, including Disney, FOX Corporation, Paramount, Tubi, and Warner Bros Discovery; and all premium publishers.
Early tests of this integration have shown significant results. Advertisers using this new solution reached 40% more unique viewers with the same budget and reduced how often the same person saw an ad by nearly 30%, enabling advertisers to benefit from three times more value from their ad spend.
“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.”
Also Read: PubMatic and Classify Revolutionize Contextual Advertising with ContentGraph Integration
The integration utilizes a custom identity resolution service, allowing Amazon DSP to recognize logged-in viewers across the Roku OS and devices in the U.S. This exclusive capability enables advertisers to reach the same viewer deterministically across different streaming channels and devices, providing more accurate audience targeting and measurement than previously possible.
“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.”
SOURCE: Businesswire