Amazon Ads and Roku are launching a partnership that will give brands access to over 80% of U.S. connected-TV households — a move poised to shake up the streaming ad market just in time for the 2025 holiday season.
Driving the news. The two companies announced the partnership revealing that Amazon’s DSP will be used to place ads across the Roku Channel, Prime Video, and other inventory available on Roku and Fire TV platforms.
- The offering is expected to launch in Q4 2025, giving media buyers a new, consolidated pipeline to some of the most-watched ad-supported streaming destinations.
Why we care. As advertisers chase fragmented audiences across streaming platforms, this deal creates a unified, high-scale way to reach viewers through two of the biggest players in connected TV — while promising better targeting, less ad fatigue, and more value per dollar.
By the numbers.
- In early trials, the partnership drove:
- 40% more unique viewers reached, at no added cost to buyers.
- 30% lower ad frequency for viewers, meaning less repetition.
- A 3x increase in media value compared to prior CTV options.
The tech behind it. A custom identity resolution service lets Amazon’s DSP identify logged-in viewers across Roku devices, increasing ad relevance while maintaining user privacy.
Between the lines. Though Amazon and Roku compete in hardware and streaming, execs say their shared focus on advertiser performance and audience experience made the collaboration natural.
“This is a new canvas for brand messages,” said Amazon DSP VP Kelly MacLean. Roku Media President Charlie Collier called the partnership “a giant leap” that delivers on transparency and scale.
The bottom line. For advertisers, the Amazon-Roku alliance unlocks a massive, unified audience with better targeting and lower waste — a major step toward solving the complexity of connected-TV advertising.