Roku has entered into an agreement to purchase dataxu, a demand-side platform (DSP) that enables marketers to plan and buy video ad campaigns. The deal is worth a reported $150 million (€134.5m).
dataxu, based is Boston, US, provides marketers with an automated bidding and self-serve software solution to manage ad campaigns programmatically across digital platforms. dataxu utilises advanced TV and OTT media planning tools, a proprietary device graph, and data science to help marketers optimise for business outcomes across TV, OTT, desktop and mobile.
Roku says the acquisition of dataxu’s platform will complement its OTT advertising platform and enable it to provide marketers a single, data-driven software solution to plan, buy, and optimise their ad spend across TV and OTT providers. dataxu brings an experienced team – including strong talent in software engineering, data science and analytics – to work with new and existing marketers on Roku’s proven advertising platform.
“TV advertising is shifting toward OTT and a data-driven model focused on business outcomes for brands,” said Anthony Wood, chief executive officer at Roku. “The acquisition of dataxu will accelerate our ad platform while also helping our content partners monetise their inventory even more effectively.”