Amazon and Roku are teaming up to give advertisers unified access to over 80% of U.S. connected-TV households, promising greater reach, precision, and value.

Amazon Ads and Roku are teaming on a landmark initiative that will give advertisers access to more than 80% of connected-TV households in the U.S.

The companies, which together reach about 80% of the U.S. market, want to improve targeting and measurement in CTV advertising.