Roku to buy dataxu for $150m
Founded in 2009, the Boston-based company has used data science to help advertisers optimise RoI and ad spend across channels. These programmatic tools will now be part of Roku’s offering.
Roku currently has more than 30.5m active users who watch across desktop, mobile, OTT and on TV.
Mike Baker, co-founder and CEO, dataxu said in a blog: "Our vision has always been to bring these capabilities to the most powerful form of media – TV. And now, as the consumer TV experience is transformed by streaming, we have brought our advanced data science technologies to help TV advertisers drive valuable outcomes."
Anthony Wood, chief executive officer at Roku, said: "The acquisition of dataxu will accelerate our ad platform while also helping our content partners monetise their inventory even more effectively."
We hope you enjoyed this article.
Research Live is published by MRS.
The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.
Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.
For example, there's an archive of winning case studies from over a decade of MRS Awards.
Find out more about the benefits of joining MRS here.
0 Comments