Kroger, Amazon Ads Partner With Roku to Enhance CTV Marketing
Roku is expanding its role in the connected TV (CTV) and retail media space through two distinct collaborations designed to help consumer packaged goods brands more effectively connect content, audiences and commerce.
Key Takeaways:
- Kroger Precision Marketing (KPM) and Roku are launching "Fresh Content Studios" to produce branded video content informed by Kroger’s first-party data and distributed across streaming and the retailer’s in-store and online retail media touchpoints.
- Amazon Ads and Roku are integrating their platforms to enable advertisers using Amazon’s demand-side platform (DSP) to reach authenticated Roku users at scale — across both Prime Video and Roku’s broader streaming environment.
- Both initiatives aim to help CPGs balance storytelling and performance, leveraging first-party data and precise targeting while closing the loop between media exposure and in-store or online purchase behavior.
Kroger’s Fresh Content Studios
Kroger Precision Marketing has partnered with Roku to launch Fresh Content Studios — an initiative that will produce custom video content for CPG brands, with a focus on formats like cooking tutorials, product demos, beauty tips and seasonal planning. Content will appear across Roku’s streaming platform and Kroger’s digital and physical retail touchpoints.
The content is designed to reflect real-world purchase trends and insights and encourage shopper engagement while driving measurable conversion, according to a KPM media release.
"By showcasing their brand story, we can reinvigorate product categories and spark consumer trials,” Christine Foster, senior vice president at KPM, said in the release. "Fresh Content Studios merges storytelling with performance, offering a direct path from engagement to conversion."
Fresh Content Studios is expected to begin launching campaigns later this year. According to Kroger and Roku, early testing with advertisers like The JM Smucker Company has already shown promise in boosting brand visibility and consumer engagement.
Fresh Content Studios is a platform developed in collaboration with and powered by Roku Brand Studio, the streamer’s advertising division. The service expands on Kroger and Roku’s existing advertising partnership.
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Amazon Ads and Roku’s Addressable CTV Integration
Separately, Roku and Amazon Ads unveiled an exclusive partnership that enables advertisers to use Amazon DSP to access a large share of Roku’s streaming inventory, supported by identity matching and logged-in user data.
The integration allows brands to reach an estimated 80 million U.S. households deterministically across different streaming apps and devices, minimizing ad duplication and improving frequency control, per a joint media release.
This means that by combining Roku and Amazon’s capabilities, advertisers can now reach U.S. households where at least one person is logged into a known user account (on Roku, Amazon/Fire TV or other streaming apps/publishers such as Disney, Paramount, Tubi and Warner Bros. Discovery). This is significant because logged-in users can be accurately identified, which enables more precise ad targeting.
Early testing showed that advertisers reached 40% more unique viewers with the same budget and reduced repeat ad exposure by nearly 30%, per the release.
“By combining our technologies, advertisers can now drive full-funnel campaign outcomes — from awareness through conversion,” said Paul Kotas, senior vice president at Amazon Ads.
The collaboration also enhances targeting by combining Amazon’s shopping and streaming insights with Roku’s media footprint, aiming to improve performance measurement and attribution across both ecosystems.
The offering is expected to become widely available via Amazon DSP in the U.S. by Q4 2025.
