Sky Invests $10m in Programmatic Analytics Firm DataXu

Broadcaster Sky has invested $10m in a firm called DataXu, which provides programmatic marketing analytics, data management and media activation software.

Based in Boston, Massachusetts, DataXu partners with advertisers and media agencies to help them engage more effectively with consumers across all devices. The firm says its platform can analyse and optimize buying decisions on more than 100 billion digital advertising opportunities every day around the globe.

As part of the deal, ad sales division Sky Media will work closely with DataXu to explore opportunities such as extending the reach of the group's ad targeting tool Sky AdVance, which enables audiences to see 'the right ad, at the right time, in the right sequence, and on the right screen'. Sky says DataXu's expertise in programmatic marketing - the automated, data-driven planning and trading of advertising across multiple media devices and formats - will provide it with benefits both as an advertiser and investor.

Jamie West (pictured), Deputy MD at Sky Media, states: 'This investment will help us develop a deeper understanding of programmatic advertising, and play our part in shaping the market as it progresses. Combining Sky's knowledge, experience and innovation in advertising with DataXu's programmatic marketing expertise will provide exciting opportunities for both businesses, and most importantly, for Sky's advertising partners'.

Web sites: www.sky.com and www.dataxu.com .