Amazon DSP & Roku Team Up Here’s What It Means for Streaming TV Advertisers

Amazon Ads and Roku just joined forces—and it’s about to reshape the entire CTV advertising landscape.

At Lambos Digital, we’ve long believed that the future of media lives on Connected TV. With our Dorado platform helping brands and agencies scale faster inside Amazon DSP, this news couldn’t come at a better time.

Now, with Amazon and Roku working together, advertisers can unlock even more reach, better targeting, and smarter attribution, all through a single platform.

Here’s what this game-changing partnership means for our clients.

What Was Announced?

Amazon DSP and Roku have officially partnered to offer direct access to 80 million U.S. CTV households, representing about 80% of the connected TV market. For the first time, advertisers using Amazon DSP can reach Roku users at scale, powered by authenticated IDs and shared targeting layers.

What does that mean in plain English?
Your streaming TV ads can now reach even more viewers with less waste—using verified identity resolution, not guesswork.

Why This Partnership Matters

🔁 Unified Identity, Real Reach

Amazon DSP can now match ads to Roku users using logged-in IDs, just like it does on Fire TV and Prime Video. This means less duplication, more unique impressions, and higher efficiency.

Early campaigns showed:

• +40% increase in unique reach
• -30% decrease in overexposure
• 3x improvement in overall media efficiency

🎯 Precision Targeting

By combining Amazon’s first-party audience data (shopping, streaming, behavioral) with Roku’s logged-in environment, advertisers can now target with confidence across both ecosystems. Think of this as CTV with purchase intent built in.

📊 Closed-Loop Attribution

With Dorado’s Amazon DSP integrations, advertisers can now follow the full funnel from streaming TV impression to Amazon product detail page, add-to-cart, and purchase. That’s real ROI on a screen where most people thought attribution was impossible.

📺 Premium Inventory, Simplified

This partnership unlocks access to ad placements across:

• Roku Channel
• Freevee
• Twitch
• Fire TV
• Top-tier streaming apps like Tubi, Pluto, Disney, Fox, and more

And yes...you can access all of it through one DSP: Amazon.

What It Means for You (and Us)

At Lambos Digital, our mission is to help agencies and brands simplify and scale their CTV strategies. This Amazon x Roku partnership is a huge leap forward in that mission.

With Dorado, our clients can:

• Launch campaigns that tap into 80%+ of U.S. CTV homes
• Use deterministic identity for better reach and frequency management
• Measure results with closed-loop Amazon attribution
• Access premium inventory across Fire TV, Roku, Twitch, Freevee, and more
• Optimize media spend like never before

Final Take

This isn’t just a partnership. It’s a power move.

Amazon DSP just became the single most strategic tool in streaming TV advertising—and with Roku onboard, the reach, precision, and performance are unmatched.

If you're running CTV without Amazon DSP, you’re behind.

With Dorado by Lambos Digital, you can get ahead—faster.

Let’s talk about activating your next streaming campaign.
Contact us or book a demo to see how Dorado makes CTV effortless.

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