Overview

• Amazon’s partnership with Roku opens access to more than 80% of U.S. connected-TV households via a shared identifier across Roku and Fire TV platforms
• A custom identity resolution service allows Amazon’s DSP to recognize logged-in viewers on Roku devices for tighter audience targeting and frequency capping
• Early trials found ads placed through the new setup reached 40% more unique viewers without added cost and reduced repeat ad exposure by nearly 30%
• The Roku integration is scheduled to roll out for all Amazon DSP advertisers by the fourth quarter of 2025
• Amazon’s separate deal with Disney links its DSP to Disney’s Real-Time Ad Exchange to give direct access to premium slots on Disney+, ESPN, Hulu and other Disney channels