Summary
- Roku said it will acquire dataxu for $150 million in cash and stock.
- dataxu has developed a programmatic ad-buying system for OTT, TV, desktop and mobile environments.
- With the deal, ROKU continues to build out an integrated system for advertisers to plan, buy and manage their marketing campaigns on its platform.
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Quick Take
Roku (ROKU) announced it has agreed to acquire dataxu for $150 million.
dataxu provides a demand-side platform with an automated bidding and self-serve software solution.
With the deal, ROKU is adding more capabilities to provide an integrated approach for access to its growing ecosystem of advertising opportunities.
Target Company
Boston, Massachusetts-based dataxu was founded in 2009 to help marketers optimize for business outcomes across TV, over the top [OTT], desktop and mobile environments through advanced TV and OTT media planning tools, a proprietary device graph, and data science.
Management is headed by Co-Founder, President and CEO Mike Baker, who was previously Vice President of Nokia (NOK).
