How Amazon Ads streaming partnerships help brands reach more relevant consumers at scale

Welcome to the era of streaming. As consumers have embraced streaming content across video and audio, advertisers are working hard to keep pace and reach their audiences in the moments that matter. Managing campaigns across multiple services, each with different targeting and measurement systems, has become increasingly complex. Add in the shift away from third-party cookies, and brands need new ways to efficiently reach relevant audiences.

2025 was a momentum year as Amazon Ads established new relationships with premium publishers that got the industry talking: partnerships with Roku, Disney, Netflix, Spotify, SiriusXM, iHeartMedia, and Microsoft. These integrations position Amazon DSP as the largest provider of authenticated streaming TV reach while also further expanding into premium audio. The outcome? More efficient campaign planning, industry-low fees, and powerful signals that help advertisers reach the right customers while reducing media waste.

Vijay Balan, Director of Corporate Strategy and Partnerships at Amazon Ads, has been at the center of Amazon Ads expanded relationships. Here, Balan explains how the strategic partnerships enable full-funnel advertising at scale for everyone.

Vijay Balan: Advertisers told us they needed a simpler path forward. Managing streaming TV buys separately from audio, each with different targeting and measurement, was creating real operational challenges. These partnerships give us reach to 80% of streaming households in the U.S. plus hundreds of millions of audio listeners.

Advertisers want full-funnel execution in one place, with consistent targeting and measurement across channels to reach the right audiences with minimal waste. These partnerships combine premium content with Amazon's shopping and streaming insights, all while respecting privacy. It's about making campaign planning more straightforward and efficient.

Balan: This is a real shift. With Roku, and our own Fire TV footprint, we can reach an estimated 80M U.S. CTV households. Our authenticated graph uses verified information—like residential addresses and logged-in accounts—to help advertisers reach the right audiences across the web. We're working with actual signals, not making educated guesses.

What that means, practically, is advertisers can engage audiences precisely across different apps and devices—whether that's display, video, audio, or streaming. We adapt to what each channel needs, shifting between reaching audiences, entire households, or specific devices. That translates to better frequency management. You're not overexposing some audiences while missing others entirely.

Early results are promising: Brands have seen 42% more unique reach, a 27% reduction in average frequency, and a 3x improvement in return on ad spend. Strategic partnerships like our exclusive OS-level integration with Roku extend these capabilities even further, which is how we're connecting advertisers to 80% of all U.S. households with broad, deterministic reach.¹

Streaming TV is becoming as precise as digital advertising. You can plan campaigns, optimize in real time, and prove what's working across the full funnel. Combined with our low fees, every dollar works harder.

Balan: iHeartMedia, Spotify, and SiriusXM bring hundreds of millions of listeners into the mix—music, podcasts, talk radio, the full audio landscape. Now advertisers can coordinate streaming TV, audio, and display using the same customer insights for full-funnel campaigns. Audio has traditionally been undervalued as only a medium for brand awareness, but that’s because measurement capabilities have been limited. Now with these partnerships we’re bringing it into the forefront with better attribution. You can now track more clearly how audio contributes to outcomes by really understanding and measuring engagement, whether someone's in the car or wearing headphones and so on. For these audio platforms, integration into Amazon DSP makes it easier for advertisers to include them in media plans, which opens up a whole new investment budget. With these partnerships we're making audio much more measurable and efficient as a medium.

Balan: The opportunity is in orchestration. You can reach someone with an audio ad during their commute, then connect with a streaming TV ad in the evening and then remind them, maybe on their phone, when they are actually ready to shop. Unified frequency management across these mediums means you're not overexposing audiences across channels. Advertisers tell us that they can finally see how audio and TV work together throughout the customer journey. One platform, one audience view, one measurement framework. Instead of managing multiple vendors with higher fees and disconnected data, you get the complete story with better efficiency. It's about making the complex simple.

Balan: Advertising really works when it is relevant to the consumer. Better audience targeting creates a better experience. When ads reflect a consumer’s actual interests, they're perceived as being useful rather than disruptive. For example, think of someone watching Disney+ who regularly buys pet supplies on Amazon. Instead of a generic ad, what if they discover a new brand of premium dog food? Now, that's helpful! The viewer gets a better experience, and the pet brand reaches high-intent customers instead of reaching generic audience. Advertising works when you combine premium content with meaningful signals about consumer interests—all done with privacy protections. It's a win for everyone.

Balan: It improves full-funnel performance by enriching audience definition, combining publisher signals like viewing or listening behavior with Amazon shopping, browsing, and streaming insights to target more precisely. That precision increases demand and pricing power for premium publisher inventory. It also enables privacy-safe collaboration through clean rooms and hashed identifiers, allowing secure signal matching without exposing personal data. Finally, it supports closed-loop measurement by linking impressions on CTV or audio to downstream actions, so advertisers can prove impact across the funnel.

Balan: Content and commerce together is powerful because you're engaging people during high-attention moments: when they're watching their favorite show or listening to a podcast they love—not just when they're actively shopping. The ad fits naturally, and it's relevant to their interests. Brands can track the journey from streaming ad exposure to podcast engagement to purchase on Amazon. This is full-funnel visibility with efficient planning and measurement. That delivers stronger returns for advertisers and better monetization for publishers. It's about meeting people in moments that matter with messages that resonate, reducing waste, and proving real business impact.

Sources

¹ Amazon Internal, 2025, US, compares deals before the integration with Roku vs after, using the same budget.