Amazon ADS & Roku Set Landmark Pact giving 80% access to 80% of connected TV households
In a stage agreement, Amazon Ads and Roku team up on a new advertising initiative that will give media buyers access to more than 80% of American connected television households.
The new offer should arrive on the market by the fourth quarter of 2025. The Amazon side request platform (DSP) will be used to place ads on high-end platforms such as the Roku channel and the premium video as well as other services available via Roku and Fire TV Operation Systems.
The team-up has been unveiled while the announcements of the announcement, entertainment and technology converge in the south of France for the annual CONFAB of Cannes Lions.
In the first tests, integration gave solid results, according to companies. The announcements placed via the new configuration have reached 40% more unique unique viewers without any additional cost for the buyer and reduced the frequency of the frequency of ads to the same person by almost 30%. This result is equivalent to tripling the value of the same advertising expenses compared to previous options.
In an interview with Deadline, Jay Askinasi, responsible for global revenues and growth at Roku, and Kelly Maclean, Vice-President of Amazon DSP, have recognized that the two technological companies are rival in certain fields. But they also pointed out that the two are also customers from each other, with Roku selling connected devices on Amazon.com and the video premium available on 100 million Roku households.
“There was a solid commercial relationship to start,” said Askinasi. In addition, the two companies “try to resolve the challenges of marketing specialists,” he added, “and I think we are unique to do something like that.” Amazon and Roku are also “both very obsessed with the customer,” added Maclean. “We both tried to resolve these challenges in the CTV industry.” She described the combined arena opened by partnership as a “new canvas” for brand messages.
Paul Kotas, please Amazon Ads described the collaboration “a giant jump for advertisers”. He added that it would unlock “unprecedented capacities and would offer performance in a way that was simply not possible before.”
Integration uses what companies have described as “a personalized identity resolution service”, which allows the Amazon DSP to recognize connected viewers through the Roku operating system and devices in the United States that the capacity aims to increase targeting.
“For years, Roku has undertaken to provide performance -oriented, open and interoperable performance solutions that offer visibility and responsibility to advertisers. Our partnership with Amazon strengthens this mission, because Amazon DSP illustrates these principles, “said Charlie Collier, president of Roku Media.
