Amazon and Roku Team Up on CTV Identity

Jeff Green has a drumbeat—but watch out, because Amazon has one, too.

Timed to Cannes, Amazon Ads and Roku have announced an exclusive integration that gives advertisers access to what the companies are describing as the largest authenticated CTV audience in the U.S., reaching 80 million households or around 80% of the U.S. CTV market. The integration, available through Amazon DSP, combines ad data from Roku with Amazon’s own—trillions of shopping, streaming, and browsing signals—to create a one-stop, logged-in CTV footprint for more audience targeting.

This ID obviously has value beyond just targeting. The integration should also help with improvements in planning, optimization, and measurement across streaming environments. The shared identity layer will let buyers reach across top streaming destinations—including Roku Channel, Prime Video, Disney, Paramount+, Warner Bros. Discovery, and others—spanning devices on both Roku and Fire TV OS.

Here’s how it works: the integration uses a custom identity resolution service to deterministically match logged-in viewers across Roku’s CTV ecosystem and Amazon’s ad platform. This allows Amazon DSP to recognize and reach the same user across different apps and devices without duplication. The offering will be available to all U.S. advertisers that use Amazon DSP by Q4.

Why This Matters:

In early tests, advertisers using the integration saw a 40% increase in unique reach and a 30% reduction in ad repetition—delivering up to three times more value from the same media spend.

CTV has long promised precise targeting at scale, but fragmentation across platforms and devices has made that hard to achieve. This integration tries to address that directly by creating what looks like one of the more comprehensive identity layers in streaming, and usable at scale. In a landscape still grappling with inconsistent identifiers and measurement gaps, the Amazon-Roku partnership could set a new standard for authenticated reach and better cross-platform campaign control.

Experts React:

Here’s what Charlie Collier, President of Roku Media, had to say about the partnership:

“This collaboration delivers a unified, future-ready solution at an unprecedented scale, one designed to drive measurable outcomes by unlocking performance across CTV. With nearly half of all TV streaming time in the U.S. happening on Roku, and the power and depth of Amazon in retail and beyond, together we’re uniquely positioned to prove performance and differentiate DSP offerings for our shared advertisers and marketers.”