The two streaming giants, which control the Amazon Fire broadband interface and the streaming Roku Channel, respectively, will pool their addressable audiences via Amazon’s demand-side platform, creating a way for marketers to buy up impressions tied to Amazon’s Prime Video, Roku Channel and other streaming services available on Roku and Fire TV operating systems.
The alliance aims to “enable seamless access to logged-in users across major streaming apps,” says Kelly MacLean, a vice president at Amazon’s ad unit who oversees sales tied to its Amazon DSP, during an interview. The companies say early tests of the technology show advertisers reaching 40% more...
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