Roku Inc. shares gain 11% premarket after the company and Amazon.com Inc.’s Amazon Ads announced a partnership, saying that advertisers will now have access to more than 80% of US households with connected TV though the Amazon DSP marketing tool.

Amazon and Roku think they can sell more digital ads if they team up to do it. The two streaming giants, which control the Amazon Fire broadband interface and the streaming Roku Channel, respectively,

While the agreement is aimed at providing more exposure to advertisers, it should also improving ad viewing experience. Roku and Amazon are some of the biggest digital platform owners out there. Roku,