Analytics firm DataXu receives $10 million funding from Sky

Boston-based DataXu, a provider of programmatic marketing analytics, data management and media activation software, has received $10 million in funding from Sky.

Mike Baker is co-founder and CEO of DataXu.

DataXu works with advertisers and media agencies to engage effectively with consumers across all 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.

The DataXu platform has the capability to analyze and optimize buying decisions on over 100 billion digital advertising opportunities every day around the globe.

Sky Media, the advertising sales division of Sky, will work with DataXu to explore new opportunities, including extending the reach of Sky Media’s advertising product, Sky AdVance.

“This investment will help us develop a deeper understanding of programmatic advertising, and play our part in shaping the market as it progresses,” said Jamie West, deputy MD at Sky Media.

Recently, Sky made investments in OTT video company TV4 Entertainment and online video aggregator Pluto TV. Online sports network Whistle Sports, IP streaming service provider Roku and cinematic virtual reality company Jaunt have also received investment from Sky.

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