This New Amazon-Roku Deal Could Change How You Watch TV

Amazon and Roku are joining forces in a massive new partnership that could shift the way millions of Americans experience television. 

Deadline reported that the companies announced a deal that will allow advertisers to reach more than 80% of U.S. households that use connected TVs, and that's not just industry jargon. It means you're probably going to start seeing a whole lot more targeted ads during your favorite shows.

Set to roll out by the end of 2025, the partnership allows Amazon's ad platform to serve commercials across top streaming platforms, including the Roku Channel and Prime Video. That means if you’ve got a Roku device or a Fire TV, this deal affects you directly.

And while the word "advertising" may not be what anyone wants to hear when sitting down to unwind, the companies say the change could actually make things better. 

Early tests showed ads reached 40% more unique viewers without spamming the same person over and over again. Fewer repeats, smarter placement — that’s the idea.

Both Amazon and Roku acknowledge they're usually rivals. But in this case, they're working together to make ad experiences more relevant and, hopefully, less annoying.

"We're both obsessed with the customer," said Kelly MacLean, VP of Amazon's ad platform. Roku's Jay Askinasi added that the deal aims to "solve marketers' challenges," which is just a corporate way of saying they want ads to hit the right people without feeling intrusive.

On the technical side, the partnership uses a "custom identity resolution service," so basically, it helps match your login info to your screen without being creepy about it. The goal is better targeting, meaning you'll see ads that (ideally) actually interest you.

It's a big move that could ripple across the streaming world. And whether you're watching the big game, a buzzy new series, or just killing time with background TV, the way ads reach you is about to evolve — again.