Roku yesterday completed the acquisition of dataxu, a DSP that enables advertisers to plan and buy video ad campaigns.
dataxu’s acquisition was announced by Roku on October 22 and will enable Roku to provide advertisers with a single, data-driven software solution to plan, buy, and optimize their ad spend across TV and OTT providers. Roku also says it expectes to accelerate Roku’s ad tech roadmap and ability to serve a wide array of advertisers.
Roku will combine Roku’s first-party consumer relationship, scale, proprietary data and inventory, together with human talent, device graph technology and data science capabilities from dataxu.
“This acquisition reinforces our already strong position in the OTT ad space,” said Scott Rosenberg Roku’s senior vice president, Platform Business. “Acquiring dataxu is a natural progression of our ad tech strategy to offer more buy-side tools and to provide the industry’s best holistic TV plus OTT planning and buying solution that delivers better results for TV buyers.”