Structurally, the deal lets every agency draw on the strengths of the opposite.
Amazon’s DSP has lengthy benefited from its first-party procuring and streaming knowledge, however this integration enhances its enchantment as a scaled CTV shopping for resolution.
For Roku, the corporate can now tout entry to Amazon’s knowledge as one more reason for entrepreneurs to purchase adverts throughout its platform, based on Harry Browne, head of video innovation at Tinuiti.
“Retail media has grown, and now commerce media is rising,” Browne mentioned. “Roku is sitting on one thing like half the TVs within the U.S., and now they’ve partnered with the premier retail media community. You’re combining viewers, stock, and knowledge—that’s a robust alternative.”
The partnership additionally entails a strategic shift for Roku, which has pulled again from working its personal DSP, as an alternative favoring partnerships with exterior demand sources, notably The Commerce Desk.
However when The Commerce Desk launched its personal CTV OS, Ventura, final fall, business observers noticed the transfer as a possible menace to Roku, based on Browne. With this partnership, Roku solidifies its place within the ecosystem.
“When The Commerce Desk launched Ventura, lots of people noticed that as a shot throughout the bow to the Roku enterprise,” Browne mentioned. “Right here it’s partnering with a special DSP.”
The Commerce Desk and Amazon didn’t reply to a request for touch upon the connection. Roku didn’t reply on the report.
Whereas the partnership might not but clear up all challenges in CTV promoting—resembling off-Amazon attribution or true multi-retailer efficiency—it marks a big step towards a extra streamlined, performance-driven TV advert ecosystem.
“It solves who noticed what, the place,” mentioned Browne. “And in case your KPI is a sale on Amazon, now you possibly can measure that higher than ever earlier than.”