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Why the Amazon-Roku Partnership Is a Monumental Step Forward for Advertisers
SUMMARY
Amazon’s partnership with Roku unlocks unmatched CTV scale and targeting by combining user and retail data. We break down what it means for brands, performance, and the future of streaming ads.
Rachel Horner
Amazon just locked in its biggest CTV audience yet with an exclusive deal to bring Roku inventory into its DSP. It’s a sharp turn from its stance just a few years ago. In 2019, Amazon shut out third-party DSPs from Fire TV after Roku acquired Dataxu, protecting its platform from a rising competitor.
Now, for the sake of scale, Amazon is reversing course—but on its own terms. By combining Roku’s massive reach with Amazon’s retail data, the partnership creates the largest authenticated footprint in connected TV.
Amazon is now the only DSP with direct access to Roku’s logged-in users, reaching over 80% of U.S. CTV households. What was once available only through limited programmatic access is now fully unlocked at the device level, giving Amazon unprecedented user recognition and scale.
So what does this mean for advertisers? And why is Amazon opening this door now? We break it down below.
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More Than Scale: What The Integration Really Unlocks
For advertisers, the Amazon–Roku deal goes beyond scale. A unified identity solution now allows buyers to reduce media waste across Amazon and Roku campaigns, with better targeting, frequency control, and measurement.
The technical shift is big. For the first time, Roku is sharing audience signals directly at the operating system level—no third-party ID resolution in between. This gives Amazon DSP cleaner, direct recognition of Roku users, and more accurate campaign performance across Roku’s U.S. audience.
It also brings consistency across all streaming channels accessed through Roku devices, including apps like Disney, FOX, Paramount, Tubi, and Warner Bros. Discovery. Advertisers can now reach upper-funnel audiences earlier in their shopping journey with more precision and scale.
Still, Roku isn’t handing over everything. Premium formats like home screen Marquee ads, interactive Action Ads with QR codes, and deeper measurement insights remain exclusive to advertisers buying directly through Roku.
So why open up at all? Roku has long pitched itself as interoperable, but this move is also a hedge—against competition from The Trade Desk’s Ventura OS and new hardware threats like the Walmart–Vizio tie-up.
For Amazon, it’s a way to extend its data advantage and cement the largest authenticated footprint in CTV. For Roku, it expands demand for its inventory without giving up control of its most valuable ad products.
The Audience Advantage Behind Amazon’s Roku Partnership
The power of this integration lies in how it reaches and engages the right audiences at scale. Doug Kaplan, Head of Programmatic at Feedvisor, explains:
"Branded searches are driven mostly by upper-funnel shoppers who haven’t yet explored brand stores or product pages. Video offers the most unique reach to these audiences, making it critical for building awareness at scale. Layering in Amazon audiences—like in-market buyers or lifestyle segments such as gamers—adds precision that helps drive real ordered revenue." This Amazon-Roku partnership not only opens massive scale within connected TV but also sharpens targeting accuracy through Roku’s logged-in user base. It’s a strong signal that Amazon is doubling down on video as a scalable, deeply integrated growth engine.
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Final Thoughts
Amazon and Roku are joining forces, proving that even rivals must collaborate to win in today’s evolving market. This new model paves the way for more open, performance-driven advertising across streaming platforms.
As streaming partnerships like Amazon and Roku redefine the ad landscape, brands need intelligent, data-driven tools to stay competitive. Feedvisor delivers the AI-powered edge to help you lead.
Feedvisor leads the charge with AI-powered, full-service Amazon DSP and AMC management—offering expert strategy, precise campaign optimization, and deep analytics to help you maximize results at every funnel stage.
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