Roku dishes out US$150 million to acquire demand-side platform dataxu
US TV streaming platform Roku has entered into an agreement to purchase Boston-based dataxu, a demand-side platform (DSP) that enables marketers to plan and buy video ad campaigns. Under the terms of the agreement, Roku is purchasing dataxu for aggregate consideration of US$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.
Currently, Roku claims to stream more ad-supported hours than any other OTT platform, according to a June 2019 comScore analysis. It has more than 30.5 million active accounts as of June 30, 2019. Meanwhile, dataxu provides marketers with an automated bidding and self-serve software solution to manage ad campaigns programmatically across digital platforms. dataxu utilises advanced TV and OTT media planning tools, a proprietary device graph, and data science to help marketers optimise for business outcomes across TV, OTT, desktop and mobile.
The acquisition of dataxu's platform is said to complement Roku's OTT advertising platform and enable Roku to provide marketers a single, data-driven software solution to plan, buy, and optimise their ad spend across TV and OTT providers. dataxu brings an experienced team - including strong talent in software engineering, data science and analytics - to work with new and existing marketers on Roku's proven advertising platform.
"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 monetise their inventory even more effectively."
According to the release, advertisers today spend more than US$70 billion dollars on traditional TV. According to Magna Global, OTT accounts for 29% of TV viewing but so far has only captured 3% of TV ad budgets. As viewers continue to migrate to streaming, automated media buying solutions are expected to unlock more advertising investment into OTT.
Roku has announced that it has entered into an agreement to acquire Boston-based dataxu, an ad DSP that enables marketers to plan and buy video ad campaigns. dataxu provides marketers with an automated bidding and
Roku is beefing up its advertising business with the acquisition of Boston-based dataxu, a demand-side platform that will allow marketers to plan, buy and optimize their video ad campaigns that run on Roku's devices
Roku, the big OTT platform, has inked an agreement to buy demand-side platform dataxu for $150 million in cash and stock. The move is intended to boost Roku -- which has more than 30.5
The pace of mergers and activities in ad tech is speeding up, with Roku announcing today it is purchasing demand-side platform Dataxu in a deal worth $150 million. The acquisition agreement has been approved by each
Roku announced the acquisition of Dataxu for USD 150 million, to help grow its advertising business. The demand-side platform enables marketers to plan and buy video ad campaigns. Dataxu provides marketers with an automated bidding and
We may earn a commission from purchases through links on our site.Today Roku announced that they are buying Dataxu in a $150 million deal to boost its ad business. Dataxu helps companies
"TV advertising is shifting toward OTT and a data-driven model focused on business outcomes for brands," says Roku CEO Anthony Wood. Streaming media firm Roku said Tuesday that it has agreed to acquire Boston-based
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