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Sky invests $10 mn in Boston-based DataXu

MUMBAI: European pay TV operator Sky continues to make acquisitions in technology companies. The company just announced its $10 million investment in Boston-based DataXu, a provider of programmatic advertising analytics software.

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

Founded in 2009, DataXu teams up with advertisers and media agencies to help them engage more efficiently and effectively with consumers across multiple devices and formats. It services clients such as Bose, Lexus, Ford , 3M, Mercedes-Benz, Vodafone and UnityMedia.

Sky said its ad sales unit, Sky Media, will work with DataXu to “explore new opportunities”, including extending the reach of Sky Media’s Sky AdVance product. In 2014, Sky Media launched Sky AdSmart, a product targeted at niche and smaller brands.

Sky has made a spate of investments in OTT and streaming companies such as TV4 Entertainment, Pluto TV, Roku, Whistle Sports, and VR content startup Jaunt.