DataXu, a Boston, MA-based provider of programmatic marketing analytics, data management and media activation software, received $10m in funding.
Sky PLC made the investment.
As said by Jamie West, Deputy MD at Sky Media, the investment will help the company develop a deeper understanding of programmatic advertising. “Combining Sky’s knowledge, experience and innovation in advertising with DataXu’s programmatic marketing expertise will provide exciting opportunities for both businesses, and most importantly, for Sky’s advertising partners“, he added.
Led by Mike Baker, Co-Founder, President and CEO, DataXu provides a platform for advertisers and media agencies to engage more efficiently and effectively with consumers across all of their devices.
Sky’s advertising sales division, Sky Media, will work with DataXu to explore a number of new opportunities, including extending the reach of Sky AdVance, which allows advertisers to connect journeys across screens, helping advertisers to buy addressable TV ads programmatically, and using data and analytics to improve marketing results.
For Sky, the deal follows recent investments in OTT video company TV4 Entertainment and online video aggregator Pluto TV, online sports network Whistle Sports, IP streaming service provider Roku and cinematic virtual reality company Jaunt.