Big news for the advertising world — and it’s going to reshape the CTV market in the U.S.
Roku and Amazon just announced a major partnership. Together, they’ll offer access to around 80 million CTV households through Amazon’s DSP. That’s over 80% of the entire U.S. CTV market.
But this isn’t just about big numbers. It’s about how those audiences are reached and why that matters for brands, publishers, and viewers.
Why this deal changes the game
The key? Every viewer on Roku and Amazon platforms is logged in. For advertisers, that means rich first-party data, better targeting, stronger measurement, and ads that feel more relevant.
In short: no guessing. You know exactly who you’re reaching and how your campaign performs.
Jay Askinasi from Roku summed it up: "Audiences are easily identifiable." Real, verified users ready to engage.
Real results are already here
While the public rollout is expected in Q4 2025, both Amazon and Roku have been testing this upgraded setup behind the scenes and the early numbers are impressive.
Kelly MacLean, Vice President of Amazon DSP, shared that advertisers have seen:
- 3x higher return on ad spend (ROAS)
- 42% more unique reach on the same budget
- 27% fewer repetitive ads
Campaigns are working better, reaching more people, and annoying viewers less.
What this means for the market
This isn’t Roku and Amazon’s first project together. But now, they’ve taken it to a new level, especially for programmatic video ads.
It reflects a bigger trend. Brands want flexibility, open platforms, and high-quality data to drive results. The old days of closed ecosystems are fading. More transparency and better audience targeting are taking over.
How SmartyAds keeps you ahead
The Roku and Amazon partnership shows that verified audiences and precise targeting are the new standard for CTV. But you don’t have to wait.
SmartyAds already helps brands access premium audiences, scale campaigns, and measure real results.
Reach millions worldwide
Our CTV and OTT network connects you to 50 million users globally. We cover Roku, Fire TV, Android TV, Apple TV, Samsung Smart TV, and more. Impressions across all 50 U.S. states and 40+ countries.
Diverse, high-value audiences
We help brands engage multicultural, immigrant, and underserved communities. Plus, exclusive access to premium content, from college sports to global entertainment.
Smarter targeting and integrations
With LiveRamp partnerships and precise geo-targeting (down to ZIP codes), your message reaches exactly the right viewers. We also offer interactive formats and QR code activations to boost engagement.
Ads designed to perform
Our non-skippable pre-roll and mid-roll ads drive 90%+ view-through rates and 98%+ completion rates on select platforms. Your message gets seen, heard, and remembered.
Transparency and control
With over 26,000 ads.txt integrations, we guarantee a trusted supply chain. You control the strategy — we provide the tech to execute and optimize.
Independent, flexible
AdTech We’ve been building independent programmatic solutions since 2013. Our full-stack platform gives you cross-channel traffic, wider reach, and stronger ROI.
The bottom line
CTV is evolving fast. Verified audiences, smarter targeting, and precise measurement aren’t just "nice to have" anymore. They’re the new baseline for running successful video campaigns.
With platforms like Roku and Amazon raising the bar, advertisers need solutions that deliver the same level of accuracy, scale, and efficiency.
That’s exactly what SmartyAds provides. You can tap into our global CTV ecosystem today, no need to wait for the next big industry update.
We help you:
- Maximize reach with access to millions of engaged viewers worldwide
- Connect with high-value, diverse audiences others often miss
- Use verified data and smart targeting to make every impression count
- Run campaigns with premium, high-performing ad formats
- Maintain full control and transparency over your media spend
Want your brand to stay competitive in this new CTV reality? Let’s make it happen.
Contact us for our full CTV Media Kit and discover how we help brands stay ahead starting now.
.webp)
