Observed Signal · Feb 25, 2026 · Partnership · Source: State of Streaming · Impact: 4/5 · Sentiment: Positive
Amazon and Roku Form Exclusive CTV Ad Alliance
Amazon Ads and Roku launched an exclusive connected TV (CTV) advertising alliance that will give marketers programmatic access to a combined reach of an estimated 80 million U.S. households via Amazon’s demand-side platform (DSP). The partnership, scheduled to roll out by Q4 2025, uses a shared ad identifier and a custom identity-resolution service to recognize logged-in viewers and unify authenticated inventory across Roku and Amazon Fire TV operating systems, including The Roku Channel and Prime Video. Early tests reportedly increased unique viewers ~40% and reduced ad over-frequency nearly 30%. Both companies present the deal as a scale and efficiency play for advertisers while raising industry attention about consolidation of CTV buying power.
Major-platform partnership that consolidates programmatic CTV scale via Amazon DSP and a shared identity approach, materially affecting ad buying, measurement and competitive dynamics in the CTV ecosystem.
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Key Takeaways & Evidence Grounding
- Amazon Ads and Roku announced an exclusive connected TV (CTV) advertising alliance.
- The partnership provides combined reach to an estimated 80 million U.S. households via Amazon’s DSP.
- Rollout is planned for completion by Q4 2025 and will use a shared ad identifier and custom identity-resolution service for logged-in viewers.
- Inventory covered includes Roku and Amazon Fire TV operating systems, with apps such as The Roku Channel and Prime Video and content from Disney, Fox, and Warner Bros. Discovery.
- Initial tests reported ~40% increase in unique viewers and ~30% reduction in ad over-frequency using the integrated setup.
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Smartly and Roku Announce CTV Partnership
Smartly announced a partnership with Roku, Inc. on June 18, 2026 to bring social advertising performance workflows to Connected TV. The integration creates a direct connection between Smartly and Roku Ads Manager via the Roku Ads API, enabling marketers to activate CTV campaigns using the same tools and assets they use for social advertising. The collaboration aims to streamline creative adaptation for TV, speed campaign activation, and provide measurable outcomes on Roku’s streaming platform. The announcement includes quotes from Laura Desmond, CEO of Smartly, and Patrick Harris, SVP, Global Advertising Sales & Partnerships at Roku.
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