CANNES, FRANCE – In a groundbreaking move, Amazon Ads and Roku have announced a collaborative advertising initiative, granting media buyers unprecedented access to over 80% of U.S. connected-TV households.
Breaking: New Advertising Initiative Unveiled
The partnership, revealed at the annual Cannes Lions International Festival of Creativity, is set to transform the landscape of digital advertising. By the fourth quarter of 2025, Amazon’s demand-side platform (DSP) will facilitate ad placements on prominent platforms such as the Roku Channel and Prime Video, as well as other services accessible via Roku and Fire TV operating systems.
Immediate Impact
This strategic alliance between Amazon and Roku is poised to enhance the reach and efficiency of connected-TV advertising. Early trials indicate that ads placed through this new system have reached 40% more unique viewers, without increasing costs for advertisers.
Ads placed via the new setup reached 40% more unique viewers, reducing ad frequency by almost 30%.
Key Details Emerge
The collaboration utilizes a “custom identity resolution service,” which enables Amazon DSP to recognize logged-in viewers across Roku’s ecosystem, enhancing targeting capabilities. This integration aims to maximize ad performance and viewer engagement.
Industry Response
Jay Askinasi, Head of Global Media Revenue and Growth at Roku, and Kelly MacLean, VP of Amazon DSP, acknowledged the competitive yet symbiotic relationship between the two companies. “There was a strong business relationship there to begin with,” Askinasi noted, emphasizing their shared goal of addressing marketers’ challenges.
Paul Kotas, SVP of Amazon Ads, heralded the partnership as “a giant leap for advertisers,” unlocking capabilities previously unattainable.
“This collaboration is a giant leap for advertisers,” stated Paul Kotas, SVP of Amazon Ads.
By the Numbers
- 80% of U.S. connected-TV households to be reached
- 40% increase in unique viewer reach
- 30% reduction in ad frequency
What Comes Next
This development builds on the ongoing convergence of advertising, entertainment, and technology sectors. As the integration rolls out, advertisers can expect enhanced targeting and performance metrics, driving more efficient ad spending.
Background Context
Both Amazon and Roku have been pivotal players in the connected-TV market. Their collaboration marks a significant shift in strategy, leveraging each other’s strengths to create a more robust advertising ecosystem.
Expert Analysis
Charlie Collier, President of Roku Media, highlighted the alignment with Roku’s mission to provide performance-driven solutions. “Our partnership with Amazon strengthens this mission,” he stated.
“For years, Roku has been committed to delivering performance-driven solutions,” said Charlie Collier, President, Roku Media.
Regional Implications
The timing is particularly significant as the U.S. connected-TV market continues to expand, with more households adopting streaming services. This partnership is expected to set a new standard for digital advertising efficiency and reach.
As the industry watches closely, the Amazon-Roku alliance could pave the way for future collaborations, further blurring the lines between technology and media.
