Amazon and Roku Partner for Enhanced CTV Advertising Solutions

In a significant development for the advertising industry, Amazon Ads and Roku have announced a partnership that will integrate Amazon’s demand-side platform (DSP) as the exclusive means of accessing Roku’s connected TV (CTV) advertising inventory. This collaboration was unveiled at the Cannes Lions International Festival of Creativity, a premier event for global marketing and advertising professionals, on June 16, 2025.

The partnership enables advertisers to reach an estimated 80 million authenticated U.S. CTV households through a unified shared identifier. This integration allows for targeted campaign management, including improved frequency capping and attribution of advertising exposure to consumer purchases. Paul Kotas, Senior Vice President of Amazon Ads, emphasized the importance of the collaboration, stating, "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."

Roku Media's President, Charlie Collier, echoed these sentiments, highlighting Roku's commitment to delivering performance-driven, open, and interoperable solutions for advertisers. He stated, "Our partnership with Amazon strengthens this mission, as Amazon DSP exemplifies these principles."

The integration is currently in the testing phase, with early participants reportedly reaching up to 40% more unique viewers with the same budget. Full availability for U.S.-based advertisers using Amazon DSP is expected by the fourth quarter of 2025.

This partnership marks a strategic move for Amazon DSP, positioning itself to compete more effectively against industry leader Google. According to industry sources, Amazon's platform fees are significantly lower than those of competitors like The Trade Desk, which has been a critical factor in attracting advertisers. However, concerns have been raised regarding Amazon DSP's perceived disorganization and technical shortcomings, traits that have historically hindered its growth in comparison to The Trade Desk.

A recent town hall discussion hosted by Digiday revealed mixed sentiments among industry participants regarding Amazon's ascension in the DSP market. While many welcome the competition, others express apprehension about Amazon's potential to adopt less favorable practices similar to those of Google. One source candidly remarked, "Amazon is not on our side. They’re only in it for themselves, and they absolutely will squeeze everyone out as much as they possibly can eventually, when the time is right."

Looking ahead, the implications of this partnership are multifaceted. With the integration of Amazon DSP into Roku's advertising ecosystem, it is anticipated that advertisers will experience enhanced control and efficiency in their campaigns. However, the long-term impact on market dynamics remains to be seen, particularly concerning competition and the balance of power among major players in the advertising technology sector.

As the advertising industry continues to evolve, the collaboration between Amazon and Roku may set a precedent for future partnerships aimed at optimizing CTV advertising strategies and improving the overall effectiveness of digital marketing efforts.