Investing.com -- Roku shares surged 9.8% premarket on Monday after the company announced an exclusive partnership with Amazon (NASDAQ:AMZN) Ads, creating what the firms describe as the “largest authenticated Connected TV (CTV) footprint in the U.S.”
According to the joint statement, the new integration gives advertisers access to an estimated 80 million U.S. CTV households—more than 80% of the total—through Amazon’s demand-side platform (DSP).
The partnership is said to connect logged-in audiences across Roku (NASDAQ:ROKU) and Fire TV devices, as well as top streaming apps including The Roku Channel, Prime Video, Disney (NYSE:DIS), FOX, Paramount+, Pluto TV, Tubi, and WarnerBros Discovery (NASDAQ:WBD).
“Our exclusive partnership with Roku is a giant leap for advertisers bringing best-in-class planning, audience precision, and performance to TV advertising,” said Paul Kotas, senior vice president at Amazon Ads.
The collaboration enables advertisers to use Amazon DSP’s proprietary technology to target and measure campaigns across streaming platforms with increased precision.
Early testing is said to have shown that advertisers reached 40% more unique viewers with the same budget while cutting ad frequency by nearly 30%.
Charlie Collier, president of Roku Media, said the deal delivers “a unified, future-ready solution at an unprecedented scale.” He added, “Together we’re uniquely positioned to prove performance and differentiate DSP offerings for our shared advertisers and marketers.”