DataXu utilizes a proprietary device graph, advanced OTT and TV media planning tools, and data science to help marketers optimize for business outcomes across OTT, TV, mobile, and desktop.
Los Gatos, CA- Oct 24, 2019: Roku announced that it has entered into an agreement to buy Boston based DataXu.
Roku streams more ad-supported hours than any other OTT platform as the No. 1 U.S. TV streaming platform by hours streamed. As of June 30, 2019, with more than 30.5 million active accounts, proprietary data and inventory, a direct consumer relationship, and advertising technology built directly into its operating system, Roku is a top OTT ad solutions provider to Ad Age Top 200 marketers.
DataXu acquisition will compliment the OTT advertising platform of Roku and also enable Roku to offer marketers a data-driven, single software solution to buy, plan, and optimize their ad spend across OTT and TV providers. Including strong talent in data science, software engineering, and analytics to work with exciting and new marketers on Roku’s proven advertising platform.
According to Anthony Wood, chief executive officer at Roku; TV advertising is shifting toward OTT and a data-driven model focused on business outcomes for brands. DataXu acquisition will accelerate our ad platform while also helping our content partners monetize their inventory even more effectively.
Advertisers currently spend more than $70 billion on traditional TV. OTT accounts for 29 percent of TV viewing but so far has only captured three percent of TV ad budgets, according to Magna Global. Automated media buying solutions are expected to unlock more advertising investment into OTT, as viewers continue to migrate to streaming.
DataXu is a cloud-based software platform that offers a real-time bidding platform for ad space based on the recommendations of DataXu’s algorithms. DataXu utilizes advanced OTT and TV media planning tools to help marketers optimize for business outcomes across OTT, TV, mobile, and desktop.
Roku is a digital media player that allows users to stream video, music, and entertainment content. Roku comes in many different forms, from set-top boxes to TV sets with the service built into them.
About Infotanks Media:
We have 2,336 Companies who are using DataXu with 12,147 Contacts at their premises.
The data fields provided would be Technology Type, Company Name, Contact Name, Title, Phone Number, Email Address, Physical Address, City, State, ZIP Code, Country, Fax, SIC Code, Industry, Employee Size, Revenue Size, and Website address.
Infotanks Media is a Technographics Data provider. We track 10,000 plus software and hardware technologies at the client site with over 40 million contact database of End Users and Decision Makers.
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