By Luís Daniel Rijo — Oct 22, 2019

Roku to buy DSP dataxu

Roku today entered into an agreement to purchase the DSP dataxu. dataxu provides advertisers with an automated bidding and self-serve software solution to manage ad campaigns programmatically across digital platforms. dataxu uses advanced TV and OTT media planning tools, a proprietary device graph, and data science to help marketers optimize for business outcomes across TV, OTT, desktop and mobile.

According to Roku, the acquisition of dataxu enable Roku to provide marketers a single, data-driven software solution to plan, buy, and optimize their ad spend across TV and OTT providers.

Roku is purchasing dataxu for aggregate consideration of $150 million in cash and shares of Roku Class A Common Stock. The acquisition agreement has been approved by each company’s board of directors and is anticipated to close in the fourth quarter of 2019, subject to customary closing conditions, including regulatory approvals.

“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 monetize their inventory even more effectively.”

Nearly two-thirds of programmatic video OTT/CTV ads go to Roku devices. This month, Apple TV app become available as a channel on Roku.

PPC Land is an international news publication headquartered in Frankfurt, Germany. PPC Land delivers daily articles brimming with the latest news for marketing professionals of all experience levels.

Subscribe to our newsletter for just $10/year and get marketing news delivered straight to your inbox. By subscribing, you are supporting PPC Land.

You can also follow PPC Land on LinkedIn, Bluesky, Reddit, Mastodon, X, Facebook, Threads, and Google News.

Know more about us or contact us via info@ppc.land

Our latest marketing news:

Subscribe via email