Amazon Ads, Roku announce new integration

Amazon Ads (AMZN) and Roku (ROKU) announced a new integration that gives advertisers access to the largest authenticated CTV footprint in the U.S. exclusively through Amazon DSP. The new collaboration delivers logged-in reach to an estimated 80M U.S. Connected TV households, representing more than 80% of U.S. CTV households according to ComScore data. The exclusive partnership enhances addressability across major streaming apps; popular streaming services already available and all premium publishers. Early tests of this integration have shown significant results. Advertisers using this new solution reached 40% more unique viewers with the same budget and reduced how often the same person saw an ad by nearly 30%, enabling advertisers to benefit from three times more value from their ad spend. The integration utilizes a custom identity resolution service, allowing Amazon DSP to recognize logged-in viewers across the Roku OS and devices in the U.S.