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."