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3d ago

Amazon Ads–Roku CTV Partnership Trials Deliver 40% More Reach and 30% Less Frequency

A custom identity resolution service underpins the trial, which advertisers expect to fully roll out to more than 80% of U.S. connected-TV households in Q4 2025.

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Overview

  • Early trials of the integration delivered a 40% uplift in unique viewer reach with unchanged budgets.
  • Ad frequency caps improved by roughly 30% during testing, reducing repeated exposures to the same audience.
  • A custom identity resolution service enables Amazon DSP to deterministically identify logged-in viewers across Roku devices.
  • Advertisers will gain access to more than 80% of U.S. connected-TV households via Amazon DSP when the integration launches in Q4 2025.
  • The partnership strengthens Amazon DSP’s position against incumbents such as Google and The Trade Desk by offering cost-efficient full-funnel advertising capabilities.