In a parameter agreement, Amazon ADS and Roku cooperate with a new advertising initiative that allows the media buyers access to more than 80 % of families related to TV.
The new offer is expected to reach the market by the fourth quarter of 2025. The Amazon platform (DSP) will be used to put ads on higher platforms like Roku and Prime Video, along with other services available via Roku and Fire TV operating systems.
The team that was disclosed was revealed at a time when the advertising, entertainment and technology sectors are converging in southern France for the annual Cannes Festival Festival.
In early experiments, integration achieved strong results, according to companies. The ads that were placed through the new preparation reached 40 % of the unique viewers without any additional cost of Jupiter, and the number of times the ads were reducing the same person by almost 30 %. This result is three times the value of the same advertising spending compared to previous options.
In an interview with the deadline, Jay Askinassi, head of global media revenue in Rocco, and Kelly McLean, Vice President of Amazon DSP, admitted that technology companies are competitors in some areas. But they also indicated that the two clients from each other as well, as Roku sold the connected devices on Amazon.com and Prime Video available on Roku families that are more than 100 million.
“There was a strong commercial relationship there to start,” said Askinasi. In addition, the two companies “are trying to solve the challenges of marketers,” and added: “I think we are in a unique position together to do something like this.” McLean added that Amazon and Rocco are also “obsessed with customers.” “We were trying to solve the challenges of this CTV industry.” The joint scene opened by the partnership as a “new fabric” for brand messages.
Paul Cotass, SVP from Amazon ADS, launched a “giant leap for advertisers”. He added that it would open “unprecedented potential and performance in ways that were not simply possible before.”
Integration uses what companies have described as “custom -solving service”, which allows Amazon DSP to identify viewers who have been logged through through the ROKU operating system and devices in the United States that the ability aims to increase targeting.
“For years, Roku has committed to providing paid, open and inter -operating solutions that provide vision and accountability for advertisers. Our partnership with Amazon enhances this task, as Amazon DSP represents these principles,” said Charlie Coller, President of Rocco Media.
