Amazon and Roku Establish Exclusive CTV Integration, Reshaping Programmatic Video Advertising

Amazon Ads $AMZN and Roku, Inc. $ROKU have entered into an exclusive collaboration, granting advertisers access to the largest verified Connected TV (CTV) audience in the United States. According to ComScore, this integration spans roughly 80 million logged-in U.S. households, amounting to over 80% of the national CTV footprint. Through this agreement, Amazon’s demand-side platform (DSP) becomes the sole programmatic gateway to this scale of authenticated inventory. This advancement marks a significant step in refining audience targeting, enhancing planning strategies, and enabling more precise campaign performance analysis.

Strategic Impact: Streamlined Inventory and Enhanced Targeting

The partnership merges high-value streaming environments under one programmatic entry point. By combining Amazon’s robust DSP infrastructure with Roku’s first-party identity signals, the two companies aim to deliver a unified solution for advertisers seeking verified reach and accountability across devices and apps. The deal enhances access across Roku OS and Fire TV, two of the dominant smart TV operating systems in the U.S. With deterministic identity data underpinning campaign execution, advertisers benefit from a scalable and privacy-conscious environment that supports full-funnel advertising.

Broader Reach Across Leading Streaming Destinations

The collaboration provides access to an extensive range of premium CTV media channels and platforms, including:

1. The Roku Channel and Prime Video;

2. Ad-supported services and broadcasters such as Disney, Paramount Global (PARA), FOX Corporation $FOXA, Warner Bros. Discovery $WBD, and Tubi;

3. Additional content partners across the Roku and Fire TV ecosystems.

This authenticated inventory gives brands the tools to engage viewers with confidence, ensuring ads are delivered within known households and environments with high engagement potential.

A Performance-Driven Shift in Connected TV Advertising

This integration supports the continued evolution of CTV as a results-oriented advertising medium. The use of verified login data enhances addressability, while Amazon’s retail infrastructure offers closed-loop measurement tied directly to consumer purchase behavior.

Advertisers can now connect brand messaging with measurable outcomes such as:

• Higher incremental reach and frequency control;

• Advanced audience segmentation capabilities;

• Attribution tied to commerce and conversion metrics;

• Optimized bidding through real-time performance signals;

• Unified reporting across devices and platforms.

By linking upper-funnel awareness with bottom-funnel action within a cohesive system, the deal positions connected TV as a key channel for media efficiency and performance optimization.