But these aren’t just splashy headlines. These partnerships fundamentally shift how targeting and measurement work in the CTV space. If you’re a marketer, it’s time to pay attention. Here’s our breakdown of what’s happening, why it matters, and what it means for your brand.
What’s New: Amazon Ads x Roku and Disney
The Roku Deal: Identity Resolution at Scale
Amazon Ads and Roku are joining forces to enable identity resolution through shared log-in data. Translation? Amazon can now match its powerful first-party shopper data with Roku viewers who are logged into Amazon accounts. This unlocks more granular targeting and higher-confidence measurement than what’s historically been possible in CTV.
Why this matters:
- Historically, CTV platforms struggled with fragmented identity. You might know someone watched a show, but not how their viewing habits relate to their purchase habits.
- Now, Amazon knows both what consumers watch and what they purchase, and can connect the dots in real time, resulting in more granular CTV targeting than ever before.
We’ve already seen the benefits of this integration in action. One of our clients was part of an early test stage and performance exceeded expectations, with campaign lift and efficiency improvements aligned closely to what Amazon reported in their announcement. The results reported by Amazon include:
- 40% more unique viewers without any additional cost to the buyer
- 30% reduction in how often ads were shown to the same person
The Disney Deal: APC Supercharges Content Targeting
Amazon’s partnership with Disney uses Amazon Publisher Cloud (APC) to do something brands have been dreaming about for years: blend Amazon’s shopper data with Disney’s audience signals and programming context, all while maintaining privacy compliance.
This partnership enables Amazon to:
- Identify intersections between shoppers and viewers (e.g., Whole Foods milk buyers who binge Marvel content).
- Automatically surface the most effective content environments to deliver ads to those consumers.
- Serve targeted ads during the most relevant Disney programming.
The result? Smarter placements with higher intent audiences.
Why This Is a Big Deal for Advertisers
Here’s the secret about traditional CTV campaigns: publishers and platforms often struggle to match audience signals, meaning that audience targeting is largely more broad than it is effective, or it’s only applied by the publishers, which ultimately hinders real-time learning and optimization.
However, with Amazon’s new integrations:
- Roku uses logged-in identity to validate users and unlocks real-time bidding with higher confidence.
- Disney, via APC, connects audience overlaps across Amazon and Disney data, improving targeting precision.
That means more of your budget gets spent efficiently, with less guesswork and more measurable results.
What This Means for Your Brand
If you’re already using Amazon’s DSP, these integrations make CTV a more valuable piece of your media mix. Instead of treating CTV like a branding-only channel, you can now:
- Retarget shoppers who browsed or bought your and/or competitors products on Amazon.
- Reach new, high-value audiences based on actual purchase behaviors.
- Track performance with better attribution than most streaming platforms allow.
And if you’re not testing CTV yet, now’s the time. These new partnerships eliminate many of the limitations that previously made streaming ads hard to scale or prove out.
The Bottom Line
Amazon Ads is bringing the accountability and precision of performance marketing to the world of streaming TV. The Roku identity resolution and Disney APC integrations are the latest proof that the lines between commerce and content are blurring fast—and Amazon is leading the charge.
At Code3, we’re already helping clients tap into these new capabilities and test what works. The future of CTV isn’t about buying broad impressions. It’s about making every impression count.