Amazon and Roku kick off Cannes Lions with DSP tie-up 

Amazon Ads and Roku have announced a partnership that makes the e-commerce giant’s demand-side platform the exclusive means of accessing Roku’s CTV advertising inventory via a shared identifier from the duo. 

The integration lets advertisers access an estimated 80 million authenticated U.S. CTV households via a unified shared identifier across Roku and Fire TV platforms, including premium publishers and apps such as Prime Video and The Roku Channel.

The partnership leverages a custom identity resolution service that lets Amazon DSP exclusively recognize logged-in viewers deterministically across Roku OS devices. According to the duo, this enables marketers to better control aspects of their campaign management, such as frequency capping, and attribute advertising exposure to consumer purchases. 

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