- Amazon Ads and Roku have partnered to offer advertisers with what they’re claiming is the most important authenticated connected TV (CTV) footprint in the U.S., in line with a press release.
- The firms together reach an estimated 80 million U.S. CTV households, or greater than 80% of the market, per ComScore data. Through collaboration, they aim to enhance addressability across top streaming apps on Roku and Amazon Fire TV operating systems, including those owned by Disney, Fox, Paramount and Warner Bros.
- Early tests of the mixing, which is run through Amazon’s demand-side platform (DSP), helped advertisers reach 40% more unique viewers without altering their budgets while reducing ad redundancy by 30%. The tie-up comes as CTV continues an ascent that is predicted to eventually topple linear TV ad spending.
Amazon and Roku are uniting to present brands what they position as unmatched CTV scale in the U.S. The partnership between two firms which have long been rivals in the hardware arena focuses on Amazon’s DSP, which is leveraging a custom identity resolution tool to discover logged-in viewers across Roku’s operating system and devices.
The goal is to deliver superior targeting and measurement while cutting down on the quantity of times a person is exposed to the identical ads, a persistent headache in a CTV landscape that is very fragmented. Since advertisers will now have the ability to trace consumers across Roku and Amazon more seamlessly, they will potentially eliminate such waste and create a greater overall viewing experience.
The authenticated reach now available across each platforms will probably be supported by Amazon’s troves of shopping, browsing and viewership data, which has propelled its ads business to turn out to be the third-largest in digital behind Google and Meta. Tying up with Roku also puts one other feather in the cap of Amazon DSP, which is vying to turn out to be a much bigger ad-tech player beyond the e-commerce giant’s roots in retail media. Roku moreover works with DSPs like The Trade Desk, Yahoo and Google.
“The collaboration enables agencies and brands that use Amazon DSP to learn from greater efficiency and higher performance,” said Paul Kotas, senior vp of Amazon Ads, in a press release. “By combining our technologies, advertisers can now drive full-funnel campaign outcomes — from awareness through conversion — while eliminating media waste across Amazon and Roku streaming audiences.”
U.S. CTV ad spending is predicted by eMarketer to grow 16.8% in 2025 to hit $33.48 billion. Roku leads the CTV device market in the U.S. with 38% market share, followed by Amazon Fire TV at 18%, per recent research from Pixalate.
Beyond the hardware picture, streaming continues to rise as consumers’ preferred approach to tuning in. The category in May outpaced the combined share of broadcast and cable viewing for the primary time, Nielsen said this week. Streaming represented 44.8% of TV watching last month, a new market share high, while broadcast and cable made up 20.1% and 24.1%, respectively.
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