Roku has signed an exclusive partnership with Amazon that will give advertisers the ability to extend their reach to 80% of US households by leveraging both platforms’ subscribers.

This new integration will launch in Q4, opening up access to an estimated 80 million CTV users across the country through the e-commerce retailer’s Amazon DSP service, which automates digital advertising purchasing across several publishers. By adding Roku to the mix, Amazon can extend its service to The Roku Channel and any smart TV running on the Fire TV or Roku operating system. 

Amazon Ads SVP Paul Kotas says the goal of this collaboration is to attract more advertisers with better ROI, greater efficiency on ad campaigns, and measurable results at every stage of the consumer’s journey. Results from early beta tests of Roku’s integration saw ad buyers reach 40% more unique users with their existing budgets, as well as reducing how often users saw the same ad by 30%. 

Roku Media president Charlie Collier claims that nearly half of all TV streaming time in the US happens through its devices and services, positioning the company as an integral partner for DSP services. This partnership with Amazon also aligns with Roku’s broader ambitions to bolster its direct sales strategy and work with more partners to maximize reach for its clients.