Broadcaster Sky has invested $10m in US-based programmatic marketing analytics software developer DataXu, and its advertising division, Sky Media, plans to work with DataXu on projects in future.
DataXu provides full-stack advertising software that incorporates media activation, marketing analytics and data management tools.
Sky Media intends to employ DataXu’s help in expanding its Sky AdVance adtech product, and in particular its expertise in programmatic ad selling and marketing data analytics.
DataXu has now raised approximately $66m since it was founded in 2007 according to regulatory filings, and CB insights puts its valuation at more than $1bn. Its earlier investors include Atlas Venture, Flybridge Capital Partners, Menlo Ventures and Thomvest Ventures.
Jamie West, Sky Media’s deputy managing director, said: “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.”