Amazon Ads and Roku are teaming on a landmark initiative that will give advertisers access to more than 80% of connected-TV households in the U.S.

The entertainment giant and Amazon have struck a partnership that will allow advertisers to buy up programmatic advertising inventory from Disney+, ESPN and Hulu via Amazon’s demand-side platform, the latest in a series of similar alliances unveiled this week. Amazon and Roku revealed a similar partnership Monday, as did Netflix and Yahoo.

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.