$150M Buy of Dataxu to ‘Complement’ Roku’s Existing OTT Ad Business
Roku will buy the “demand-side” advertising platform dataxu for $150 million in cash and stock and it’s expected to close this quarter, said Roku Tuesday. It will “complement” Roku's over-the-top ads and enable it to offer marketers “a single, data-driven…
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software solution to plan, buy, and optimize their ad spend across TV and OTT providers,” it said. Roku considers its “data-driven ecosystem ... essential to the success of OTT advertising,” said Scott Rosenberg, general manager-platform business, on a Q2 call in August. Roku in Q2 more than doubled its year-over-year “video ad impressions.”