Amazon Ads has entered into an exclusive deal with Roku that will provide “advertisers access to the largest authenticated CTV footprint in the U.S.” The offering will be powered by Amazon DSP — the company’s omnichannel marketing solution. The integration combines Amazon Fire TV users with Roku’s customers for logged-in reach to what Amazon estimates is 80 million Connected TV households, which equals just over 80 percent of CTV households, according to Comscore data. Addressability will also be enhanced across top streaming services integrated with the two operating systems. The deal was announced during the Cannes Lions International Festival of Creativity.

The deal “will let marketers activate against Roku’s logged-in audience directly through Amazon’s DSP, creating a pool of users spanning the Fire TV and Roku operating systems, as well as the streaming apps Prime Video and The Roku Channel,” Adweek writes.

The partnership also enhances addressability across other leading CTV streaming services on the Roku and Fire TV operating systems, which include Disney, Fox Corporation, Paramount, Tubi, Warner Bros Discovery and other premium publishers, the companies said in a joint announcement.

“Unlocking an addressable CTV audience at such unprecedented scale will drive improved performance, planning, optimization, and measurement for all advertisers, further enabling CTV as a true performance solution,” the news release suggests.

The integration leverages a “custom identity resolution service” that lets Amazon DSP recognize logged-in viewers across the Roku OS and devices in the U.S. “This exclusive capability enables advertisers to reach the same viewer deterministically across different streaming channels and devices, providing more accurate audience targeting and measurement than previously possible,” per the companies.

“The integration builds on recent trends in CTV, where fragmentation has made it difficult to manage frequency, track conversions, and understand reach,” Adweek says, citing “fragmentation” as CTV’s top challenge in appealing to marketers.

“The two streaming titans team up as Madison Avenue is grappling with a glut of broadband-TV inventory on the market, much of the supply growing due to the entrance of both Amazon and Netflix into ad-supported streaming,” Variety reports.

Amazon DSP is a demand-side platform that programmatically buys ads to reach new and existing audiences on Amazon and third-party apps and websites. Launched in 2012 as the Amazon Advertising Platform (AAP), it was rebranded as Amazon DSP in 2018.

Variety says Roku also “works with other demand-side platforms, including those operated by The Trade Desk, Yahoo, and Google, against which Amazon’s DSP competes.”

Deadline notes the new offering with Amazon “is expected to hit the market by the fourth quarter of 2025.”