The new Amazon DSP and Roku partnership is reshaping CTV—unlocking access to over 80 million U.S. households1 through authenticated, logged-in devices. This integration delivers near-linear TV scale with digital precision, giving marketers powerful new tools for smarter targeting, measurement, and frequency control.
But with massive opportunity comes new complexity. From rising costs to identity gaps across platforms, marketers need to navigate both the upside and the trade-offs. Here’s what you need to know—and what to do next.
CTV, Supercharged: What Marketers Can Unlock Right Now
With Amazon and Roku joining forces, marketers are gaining access to unprecedented scale, precision, and attribution capabilities—reshaping what’s possible in connected TV.
Amazon DSP + Roku = About 80% of U.S. CTV Reach
The new partnership brings together logged-in, authenticated households across Fire TV and Roku—unlocking access to over 80 million1 U.S. households.
Why this matters: Advertisers now gain near-linear TV scale paired with digital precision, enabling smarter reach and tighter frequency management.
Take action, marketers: Unlock powerful purchase-intent targeting with the combination of Amazon’s retail data and Roku’s viewership.
Retail Data Meets Viewing Behavior
By layering Amazon’s rich shopper insights over Roku’s viewership data, advertisers can target real purchase intent—not just inferred demographics.
Why this matters: Deterministic, closed-loop attribution becomes possible—buyers can directly connect ad exposure to downstream Amazon purchases.
Take action, marketers: Run CTV campaigns with clear attribution goals and use Amazon’s reporting to analyze post-exposure conversions and refine future targeting.
From Fragmentation to Flow
CTV has long been siloed, with scattered measurement and limited frequency control. Now, Amazon DSP-backed inventory offers unified reach, frequency capping, and reporting across both Fire TV and Roku.
Why this matters: Streamlined operations, more accurate measurement, and improved full-funnel outcomes.
Take action, marketers: Set clear frequency caps within Amazon DSP and monitor performance to ensure you’re maximizing unique reach without wasting impressions.
Proceed with Scale—and Caution
While the Amazon and Roku integration offers powerful benefits, it also concentrates control, drives up competition, and leaves critical gaps in identity and interoperability that marketers must actively manage.
Market Consolidation Limits Buyer Leverage
Amazon and Roku together now dominate U.S. CTV, creating a duopoly that can drive up costs and reduce negotiation flexibility.
Why This Matters: Increased demand could trigger a “premium tax” on Amazon data and Roku inventory.
Take action, marketers: Maintain a diversified CTV strategy—keep testing and allocating budget to alternative partners like YouTube, Hulu, The Trade Desk, and direct PMPs to balance cost pressures and maintain leverage.
Identity Still Isn’t Solved Across the Ecosystem
While the combo streamlines identity within Fire TV and Roku, platforms like YouTube, Hulu, Paramount+, and FAST apps remain outside their stack.
Why this matters: Without a neutral identity layer, frequency management across platforms remains fragmented, leading to potential overexposure or audience fatigue.
Take action, marketers: Use independent identity or measurement partners (e.g., LiveRamp, VideoAmp) to manage frequency holistically across all CTV buys, not just within Amazon’s ecosystem.
Additionally, incorporate Marketing Mix Modeling (MMM)—such as Ovative’s EMRgeTM—to understand the true incremental contribution of each CTV platform. MMM can help quantify cross-platform overlap, optimize budget allocations, and identify where frequency caps or platform diversification deliver the strongest ROI.
Rising Demand = Rising CPMs
As more advertisers chase the promise of scale and precision, competition for high-impact placements (e.g., Roku home screen, Fire TV buttons) will intensify.
Why this matters: Expect price pressure during high-demand windows like holidays or major events.
Take action marketers: Plan early, set pacing strategies, and monitor bid ceilings.
Bottom Line for CTV Buyers
The Amazon and Roku partnership unlocks massive reach and retail-powered precision—but also brings new challenges. Smart marketers will lean in while staying diversified and data-savvy.
Ovative can help you navigate what’s next—from identity strategy to performance optimization. Connect with us to scale smarter and drive better outcomes across your CTV strategy.
