How the Amazon and Roku Partnership Is Shaping a New Era in CTV Marketing

The connected-TV marketing landscape is entering a new phase. Amazon and Roku have joined forces to build what they call the “largest authenticated CTV footprint in the U.S.,” giving advertisers unprecedented access to logged-in audiences across millions of households. This partnership redefines the way in which brands can approach connected devices, much like the transformation we’ve already seen in digital marketplaces.

For advertisers, this collaboration means more than just reach. It’s about combining Amazon’s retail data with Roku’s powerful streaming ecosystem to deliver targeting at a level of accuracy that CTV has struggled to achieve until now. With stronger identity resolution, reduced ad frequency, and the ability to align campaigns with measurable outcomes, Amazon and Roku are setting a new benchmark for how connected-TV marketing can directly influence both awareness and conversion.

Introduction to the Partnership

The Amazon–Roku partnership marks a turning point for CTV and digital advertising. By combining Amazon’s powerful Amazon DSP capabilities with Roku’s position as one of the leading streaming platforms, the agreement creates an environment where advertisers can confidently invest in connected-TV marketing.

At its core, the collaboration is designed to bring advertisers closer to authenticated viewers. Unlike traditional TV, which relies on broad demographic assumptions, this alliance leverages first-party data and streaming behavior to make sure that campaigns reach the right households at the right time. The deal positions Roku as the first streaming platform to integrate with Amazon DSP, creating a new level of precision in targeting and measurement.

This isn’t simply a distribution deal, it’s a blueprint for the future of programmatic TV and a signal of how digital and television advertising will continue to converge.

Core Technology Involved

Perhaps the most strategic advantage is that this authenticated reach is available exclusively through Amazon DSP. By integrating Roku inventory with Amazon’s demand-side platform, advertisers can run campaigns that blend retail insights, streaming behavior, and purchase intent. This exclusivity not only strengthens Amazon’s ad ecosystem, but it also gives brands a direct line to logged-in streaming audiences, improving both relevance and campaign ROI.

Behind the Amazon–Roku deal lies a crucial technological differentiator: identity resolution. The success of connected-TV marketing depends on more than just reach. It relies on accurately recognizing who is watching so that ads are relevant without compromising user trust.

How Amazon DSP Recognizes Logged-In Viewers

Amazon’s ecosystem provides a unique edge. Through logged-in Amazon accounts, the DSP can link viewing activity on Roku devices to a broader profile of shopping and browsing behavior. This creates opportunities for advertisers to align CTV campaigns with retail insights, turning streaming ads into actionable, commerce-driven touchpoints. This enables real audience-based targeting at scale, something traditional TV could never deliver.

Ensuring Privacy and Accuracy in Targeting

Privacy remains a central concern in digital advertising, and this partnership addresses it by operating on authenticated, first-party data rather than third-party cookies. Roku’s viewer base is connected through logged-in accounts, while Amazon applies strict data protections within its ad platform. This means that advertisers can benefit from more accurate ad targeting while giving consumers greater control over their experience. In practice, this helps brands strike the balance between personalization and privacy, a necessity for any sustainable connected-TV strategy.

Early Results: Performance Metrics That Speak Volumes

The partnership is already delivering measurable results. Early campaigns run through Amazon DSP on Roku inventory have shown significant improvements in both reach and efficiency, reinforcing why this alliance is being called a game changer for connected-TV marketing.

More Unique Reach With No Added Cost

One standout result has been the increase in unique reach. Advertisers are accessing more households without having to raise their budgets, essentially maximizing exposure for the same investment. This expanded audience base helps brands achieve greater brand awareness while keeping campaign costs efficient.

Reduction in Ad Frequency

Another key benefit is the reduction in ad frequency. Because campaigns are powered by authenticated user data, advertisers can better control how often an ad is served to the same viewer. This reduces the risk of overexposure—a common frustration with streaming ads—while making sure that budgets are spent on new impressions rather than wasted repeats.

Tripling Return on Ad Spend

When using Amazon DSP with Roku’s authenticated audiences, a significant increase in ROAS is also expected. This demonstrates how the combination of retail data and CTV streaming can move beyond awareness campaigns and deliver measurable business outcomes, closing the loop between video ads and sales.

Strategic Implications for Advertisers

The Amazon–Roku alliance does more than expand reach, it reshapes strategy for marketers looking to invest in CTV. By combining authenticated audiences with advanced targeting, the partnership allows advertisers to design campaigns that perform across the full funnel, from brand discovery to purchase.

Bridging the Gap Between Awareness and Conversion

Traditionally, connected-TV campaigns were seen as upper-funnel tactics aimed at building awareness. With Amazon’s retail data layered onto Roku’s streaming inventory, that gap is beginning to close. Advertisers can now connect streaming ads to actual shopping behavior, making it possible to track not just who saw an ad, but whether it influenced conversion. This makes CTV an active driver of measurable sales, not just impressions.

The Future of CTV Advertising: A Unified Ecosystem

The Amazon–Roku collaboration signals a future where CTV becomes less fragmented and more unified, combining data, technology, and audience access into one ecosystem. For advertisers, this means greater consistency, more reliable targeting, and the ability to optimize campaigns across streaming and commerce.

What This Means for the Broader Advertising Landscape

This deal sets a precedent for the broader industry. As walls form around authenticated data, advertisers will increasingly expect the same precision from TV that they already enjoy in digital advertising. 

Partnerships like this could push the entire CTV ecosystem toward more accountability, stronger ad targeting, and greater integration between media platforms and commerce channels.

Conclusion: A New Era in Connected TV Advertising

The Amazon–Roku partnership marks a pivotal moment for connected-TV marketing. By combining the scale of Roku’s streaming platform with the precision of Amazon’s authenticated data, advertisers gain access to a CTV environment that is both vast and highly targeted.

For brands, this means campaigns can now balance reach, relevance, and measurable outcomes in ways that were previously out of reach for television. With early results already showing expanded unique reach, reduced frequency, and stronger ROAS, the partnership proves that CTV can be a performance driver.

As the advertising landscape continues to shift, the integration of streaming and retail data points toward a future where CTV, marketplaces, and programmatic TV are no longer separate strategies but part of a single, unified ecosystem. In this new era of CTV advertising, every impression has the potential to translate into measurable business impact.