Amazon Ads and Roku have unveiled an exclusive deal that brings together their massive streaming audiences—spanning Fire TV, Prime Video, The Roku Channel, and other Roku apps—to form the largest authenticated connected-TV (CTV) ad network in the U.S., covering more than 80 percent of households.
This collaboration enables advertisers using Amazon’s Demand‑Side Platform to tap into a combined pool of approximately 80 million U.S. households, enhancing both reach and targeting capabilities. Early trials of the system reported a 40 percent boost in unique reach and a 30 percent drop in ad repetition—metrics that signal stronger ROI and more effective audience engagement.
For Roku, the alliance marks a noteworthy strategic pivot into deeper CTV monetization. It reinforces its position among top ad-tech providers, especially alongside other major DSPs like Google and The Trade Desk. Meanwhile, Amazon further fortifies its hold on streaming ad inventory through this authenticated reach partnership.
The impact was immediate: Roku’s stock jumped around 9–11 percent upon the news, while Amazon’s stock saw modest gains. Analysts point to this move as a key catalyst for Roku’s ad revenue growth and are bullish on its long-term benefits, estimating shares could climb significantly if adoption scales.
Although implementation is expected in Q4, marketers are already praising the move, citing enhanced targeting, smarter frequency control, and improved measurement across the entire ad funnel.
Overall, the Amazon–Roku partnership represents a major milestone in the evolution of streaming advertising—a strategic alliance that combines unmatched scale, data-driven precision, and performance improvements across the connected‑TV landscape.