25th Jan 2016 07:24
LONDON (Alliance News) - Sky PLC said Monday it has invested USD10 million in Boston-based marketing analytics and data management software firm DataXu Inc.
Sky said its advertising sales division Sky Media will work closely with DataXu to explore a "number of new opportunities", in particular extending the reach of its 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. 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," said Deputy Managing Director of Sky Media Jamie West in a statement.
By Hana Stewart-Smith; [email protected]; @HanaSSAllNews
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