The integration also allows smarter targeting and better measurement by recognizing users across devices. For Roku, this partnership with Amazon could strengthen its ad business and drive higher platform monetization. Roku shares jumped 10.4% following the announcement of the partnership, signalling strong investor optimism about the growth opportunities this deal could unlock for the company. In the trailing three months, Roku shares climbed 23.4%, outperforming the Zacks Broadcast Radio and Television industry's growth of 20.1% and the Zacks Consumer Discretionary sector's return of 7.8%. The rise in the company's shares shows investor confidence in its long-term growth strategy.