Sky Invests $10 Million in Programmatic Advertising Tech Firm

LONDON: Sky has invested $10 million in DataXu, which provides programmatic marketing analytics, data management and media activation software.

DataXu works with advertisers and media agencies to help them engage with consumers across all of their devices. DataXu’s expertise in programmatic marketing—the automated, data-driven planning and trading of advertising across multiple media devices and formats—benefits Sky as both an advertiser and investor.

Sky Media, Sky’s advertising sales division, will also work closely with DataXu to explore a number of new opportunities, including extending the reach of Sky Media’s product Sky AdVance, leveraging DataXu’s experience in helping advertisers to buy addressable TV ads programmatically, and harnessing the power of data and analytics to drive marketing results.

Jamie West, the deputy managing director 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.”

“This strategic investment allows DataXu to partner with a true, global leader in television and media,” said Mike Baker, DataXu’s 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.”