Inside The Stream Interview: Roku-Amazon Deal Drives CTV’s Full Funnel Future
Jun 27, 2025
Miles Fisher, Senior Director of Global Ad Platform Partnerships at Roku, discusses the groundbreaking partnership with Amazon Ads. He highlights how this collaboration is set to reshape connected TV advertising by enhancing media availability and improving transaction management. The conversation dives into Roku's impressive growth, viewer engagement strategies, and the shift towards data-driven marketing. Fisher emphasizes the evolving landscape of CTV, the necessity of leveraging first-party data, and the transformative impact this partnership could have on advertising efficacy.
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Roku-Amazon Partnership Insight
- Roku's partnership with Amazon focuses on performance and interoperability in programmatic advertising.
- It enables Amazon audiences to scale across Roku's inventory and other publishers on the Roku OS.
Amazon Values Roku's Scale
- Amazon values Roku for its scale and CTV exclusivity in North America.
- Amazon leverages its customer shopping data to target non-endemic ad dollars on Roku.
Roku's Daily Reach and Scale
- Roku reaches about one million people daily, acting as the main entry to television.
- The partnership extends Amazon audience targeting across all publishers on Roku OS, benefiting the entire streaming ecosystem.