In a milestone agreement, Amazon Ads and Roku are teaming on a new advertising initiative that will give media buyers access to more than 80% of U.S. connected-TV households.
The new offering is expected to hit the market by the fourth quarter of 2025. Amazon’s demand-side platform (DSP) will be used to place ads on top-viewed platforms like the Roku Channel and Prime Video along with other services available via Roku and Fire TV operating systems.
The team-up was unveiled as the ad, entertainment and tech sectors converge in the south of France for the annual Cannes Lions confab.
In early trials, the integration has yielded strong results, according to the companies. Ads placed via the new setup reached 40% more unique viewers without any additional cost to the buyer, and reduced the frequency of how often ads were shown to the same person by almost 30%.
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