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3d ago

Amazon Ads and Roku Forge CTV Ad Platform Reaching 80% of U.S. Households

Currently in testing after its Cannes debut, the platform has already lifted unique reach by 40% at no extra cost with plans to launch in Q4 2025.

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Overview

  • The Cannes-announced partnership gives Amazon’s demand-side platform exclusive access to Roku and Fire TV ad inventory across roughly 80 million U.S. connected-TV households.
  • A custom identity resolution service lets Amazon DSP deterministically recognize logged-in viewers across Roku OS devices to enhance targeting accuracy and frequency control.
  • Early trials delivered a 40% gain in unique viewer reach and cut ad repetition by nearly 30% without increasing advertiser spend.
  • Roku’s stock climbed almost 10% on the day of the announcement, reflecting investor enthusiasm for its bolstered position in the expanding U.S. CTV ad market.
  • The unified platform is slated to roll out to all U.S.-based Amazon DSP advertisers by Q4 2025, offering one-stop access to premium apps like Prime Video and the Roku Channel.