Amazon and Roku are joining forces to combine their streaming audiences for advertisers. By linking Amazon’s demand-side ad platform with Roku’s viewer data, marketers will get a bigger, more targeted pool of ad-ready users across both platforms. Essentially, it’s a power move to make streaming ads more appealing—and profitable—for brands.

Editor’s Note: If you’ve ever wondered why ads on your Fire TV or Roku seem weirdly specific, this deal will make them even sharper. For advertisers, it’s a goldmine—more data means better targeting. For the rest of us? Expect ads to feel a little too familiar. It’s another sign that streaming isn’t just about content anymore; it’s a battleground for ad dollars.

Amazon Ads and Roku just shook hands on a major deal that’s a big win for advertisers. Together, they’ll give brands a direct line to over 80% of U.S. households with connected TVs—basically, most people streaming shows. Amazon’s ad tech will handle the placements, and the whole thing should be up and running by late 2025.

Editor’s Note: This partnership is a game-changer for ad buyers who’ve been juggling fragmented streaming audiences. Now, they can tap into a huge chunk of viewers in one go, making it easier (and probably more expensive) to run big campaigns. For the rest of us? Expect even more targeted ads during your next binge-watch.