Head to head
Amazon Ads (Ads Agent and DVA+) vs Roku Ads Manager: which CTV platform fits your campaign?
Short answer
On our published weights Amazon Ads (Ads Agent and DVA+) scores 5.85 and Roku Ads Manager scores 3.90. Amazon Ads (Ads Agent and DVA+) scores higher on launch access, outcome measurement, control and automation, published inventory reach and enterprise and agency readiness; Roku Ads Manager scores higher on no criterion; they tie on incrementality and lift testing and pricing and commitment clarity. The better fit depends on which of those criteria matter most to your campaign.
By The Playback Desk · Best CTV Ad Platforms · Published 2026-10-15
Desk research from public vendor pages. Editorial assessment; we did not run campaigns on these platforms.
How do Amazon Ads (Ads Agent and DVA+) and Roku Ads Manager score criterion by criterion?
Scroll the table sideways
| Criterion | Weight | Amazon Ads (Ads Agent and DVA+) | Roku Ads Manager | Higher score |
|---|---|---|---|---|
| Launch access | 15% | 7 / 10 Self-service and managed-service options, open to advertisers who do and do not sell on Amazon. Amazon Ads: Amazon DSP | 6 / 10 The cost guide describes starting with existing creative and a small budget; creative review takes 2–3 days. Roku Ads: How much does it cost to advertise on Roku | Amazon Ads (Ads Agent and DVA+) |
| Outcome measurement | 20% | 4 / 10 Ads Agent can measure campaigns, but attribution methods and partners are not described on the pages we read. Amazon Ads: Amazon DSP | 3 / 10 Measurement is not described on the cost guide we read. Roku Ads: How much does it cost to advertise on Roku | Amazon Ads (Ads Agent and DVA+) |
| Incrementality and lift testing | 20% | 2 / 10 Incrementality or lift testing is not described on the pages we read. Amazon Ads: Amazon DSP | 2 / 10 Not described on the page we read. Roku Ads: How much does it cost to advertise on Roku | Tie |
| Control and automation | 15% | 8 / 10 Ads Agent plans, creates, optimizes and measures campaigns in natural language; DVA+ has advanced settings. Amazon Ads: Amazon DSP | 4 / 10 Dynamic CPM with an optional maximum bid, an AI video upscaler and Action Ads. Roku Ads: How much does it cost to advertise on Roku | Amazon Ads (Ads Agent and DVA+) |
| Pricing and commitment clarity | 10% | 7 / 10 DVA+ states CPM billing with no minimum spend; managed service typically requires $50,000 (US); the platform fee is not stated. Amazon Ads: Display, video and audio (DVA+) | 7 / 10 CPM, pay as the campaign delivers, no upfront payment and $500–$1,000 starting guidance; a platform fee is not stated. Roku Ads: How much does it cost to advertise on Roku | Tie |
| Published inventory reach | 10% | 9 / 10 Prime Video, Twitch, Thursday Night Football, Amazon.com and Fire TV, plus thousands of third-party sites and apps. Amazon Ads: Amazon DSP | 3 / 10 The page we read does not describe which apps or how many households the inventory reaches. Roku Ads: How much does it cost to advertise on Roku | Amazon Ads (Ads Agent and DVA+) |
| Enterprise and agency readiness | 10% | 8 / 10 Managed service through an account executive alongside self-service. Amazon Ads: About us | 4 / 10 Managed service and agency terms are not described on the page we read. Roku Ads: How much does it cost to advertise on Roku | Amazon Ads (Ads Agent and DVA+) |
| Total | 100% | 5.85 / 10 | 3.90 / 10 | Amazon Ads (Ads Agent and DVA+) |
What do they publish on pricing and minimums?
Amazon Ads (Ads Agent and DVA+)
Minimum: DVA+: "no minimum spend". Managed service through an account executive "typically" requires a minimum spend of $50,000 (US).
Source: Amazon Ads: About us
Pricing model: "DVA+ uses cost per mille (CPM) billing with no minimum spend." Platform fee: Not published.
Roku Ads Manager
Minimum: Roku's cost guide (25 February 2026) says advertisers can start "with as little as $500" and that "$500–$1,000 is enough to get a campaign live" for most first-time advertisers. Guidance, not a stated hard minimum.
Source: Roku Ads: How much does it cost to advertise on Roku
Pricing model: "CPM pricing model"; "Pricing is dynamic"; no upfront payment, "Pay as your campaign delivers"; optional maximum bid. Platform fee: Not published.
Source: Roku Ads: How much does it cost to advertise on Roku
Which kinds of proof does each describe?
Amazon Ads (Ads Agent and DVA+)
Proof Card · 0 of 4 proof types described
Outcome attribution: Not described
Incrementality or lift: Not described
Named measurement partners: Not described
Data access: Not described
Roku Ads Manager
Proof Card · 0 of 4 proof types described
Outcome attribution: Not described
Incrementality or lift: Not described
Named measurement partners: Not described
Data access: Not described
What inventory does each publish?
Amazon Ads (Ads Agent and DVA+)
Exclusive inventory on "Prime Video, Twitch, Thursday Night Football, Amazon.com, and Fire TV", plus "thousands of premium third-party sites and apps".
Source: Amazon Ads: Amazon DSP
Roku Ads Manager
Not published on the cost guide we read.
Source: Roku Ads: How much does it cost to advertise on Roku
When should you choose Amazon Ads (Ads Agent and DVA+) or Roku Ads Manager?
Choose Amazon Ads (Ads Agent and DVA+) if published inventory reach, or a specific publisher, decides your buy, or if you want to steer bidding, budgets and targeting directly, including through an API or an AI assistant.
Fits: Advertisers who need Prime Video, Thursday Night Football or Fire TV inventory, with or without an Amazon store.
Choose Roku Ads Manager if you want minimums, pricing model and commitment terms stated up front, or if you want to open an account and start without a sales process.
Fits: First-time TV advertisers who want to start with existing creative and a small test budget.
Frequently asked questions
Which of Amazon Ads (Ads Agent and DVA+) and Roku Ads Manager scores higher on incrementality testing?
Both score 2 on incrementality and lift testing. Scores reflect what each vendor's pages describe, not a test we ran.
Which is easier to start with, Amazon Ads (Ads Agent and DVA+) or Roku Ads Manager?
Amazon Ads (Ads Agent and DVA+) scores 7 and Roku Ads Manager scores 6 on launch access. Amazon Ads (Ads Agent and DVA+): Self-service and managed service. Roku Ads Manager: Get started with existing creative, per Roku's cost guide.
Can I run Amazon Ads (Ads Agent and DVA+) and Roku Ads Manager at the same time?
Yes. Many advertisers run a pilot on one platform against their current provider and compare results with a holdout or geo test. Keep the measurement method the same on both so the comparison is fair.