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yesterday

Amazon Ads Teams Up With Roku, Disney for Unified CTV Ad Platform

These alliances give advertisers streamlined programmatic access to top CTV audiences through Amazon’s DSP, bridging Roku’s logged-in households with Disney’s premium streaming inventory.

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Overview

  • The Amazon-Roku pact will grant Amazon DSP users access to ads on Roku’s network, encompassing over 80% of U.S. connected-TV households by the fourth quarter of 2025.
  • A custom identity resolution service will let Amazon DSP recognize logged-in viewers across Roku OS devices for precise audience targeting and frequency capping.
  • The Disney partnership integrates programmatic inventory from Disney+, ESPN and Hulu into Amazon DSP, allowing campaigns to match Disney’s audience data with Amazon’s retail insights.
  • Advertisers can manage unified CTV campaigns across major streaming platforms to drive full-funnel outcomes from awareness through conversion while reducing wasted impressions.
  • These combined deals underscore a broader move toward data-driven connected-TV advertising as the U.S. market nears $30 billion in annual revenue by 2026.