Roku (ROKU) shares popped Monday after the company announced a new partnership with Amazon (AMZN) Ads it claims will give advertisers access to more than 80% of households with connected televisions.

Shares of Roku gained nearly 10% in recent trading, while Amazon stock added 1%, amid a broader market rebound from Friday’s losses. (Read Investopedia‘s full coverage of today’s trading here.)

Roku said the partnership with Amazon Ads will allow advertisers to reach an estimated 80 million connected TVs in the U.S. across The Roku Channel, Amazon Prime Video, and other streaming services available on Roku and Fire TV. It works by allowing Amazon’s demand-side platform to recognize logged-in viewers on the Roku operating system, the company said. 

The technology is expected to be made available to advertisers using Amazon DSP by the fourth quarter of 2025.

With Monday’s gains, shares of Roku have added close to 50% of their value over the past 12 months.