Amazon Ads and Roku have announced an exclusive partnership, combining their reach to offer advertisers access to a massive, authenticated U.S. connected TV audience solely through Amazon's DSP. The deal looks to sharpen ad targeting and boost campaign performance by leveraging a new shared identifier.

Eighty million strong: This collaboration opens up an estimated 80 million U.S. CTV households, representing over 80% of the market according to ComScore. Advertisers gain a single point of access to viewers across The Roku Channel, Prime Video, and other major streaming apps on both Roku and Fire TV operating systems, including platforms like Disney, Fox, and Warner Bros. Discovery.

Smarter spend, better reach: The companies claim early tests of the integration helped advertisers connect with 40% more unique viewers on the same budget. Moreover, ad repetition reportedly fell by nearly 30%, which Amazon and Roku state delivers three times more value from advertising expenditures.

Tech makes it tick: At its core, the new system relies on a custom identity resolution service. This technology empowers Amazon’s DSP to deterministically recognize logged-in viewers on Roku OS and devices in the U.S., promising more accurate audience targeting and measurement capabilities than previously available. Paul Kotas at Amazon Ads said the goal is to "remove 'the guesswork'," while Roku's Charlie Collier noted the companies are "uniquely positioned to prove performance."

The bottom line: This strategic alliance consolidates CTV ad buying power, potentially reshaping how brands reach streaming audiences and challenging other players in the increasingly competitive ad-supported video space. Meanwhile, the CTV world keeps spinning, with Samsung unveiling new interactive ad formats to engage viewers. As the market booms, some describe CTV as TV's latest gold rush, while Amazon DSP itself has reportedly been emphasizing cost-effectiveness in its pitch to advertisers.

Reading Recap:

• Official announcement details the partnership

• Market context on the CTV ad deal