Sky has taken an equity stake in market analytics company DataXu.
Its put $10 million (€9.2 million) into the Boston, Massachusetts company that works with advertisers and media agencies to help place advertisements on multiple devices.
Jamie West, Deputy MD at Sky Media, commented: “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.”
The investment is the latest example of Sky buying into a technology company that can be used to develop its own business. Previous investments include OTT video company TV4 Entertainment and online video aggregator Pluto TV.
“This strategic investment allows DataXu to partner with a true, global leader in television and media,” said Mike Baker, DataXu Co-Founder and CEO. “DataXu and Sky have strong alignment on the future of programmatic and advanced television; and this investment ensures our two companies continue to learn and grow together.”
Sky’s advertising sales division, Sky Media, will work closely with DataXu to explore a number of new opportunities, including: extending the reach of Sky Media’s revolutionary product, Sky AdVance; adopting DataXu’s market-leading experience in helping advertisers to buy addressable TV ads programmatically.
