Roku, Inc. announced that it has completed its acquisition of dataxu, a demand-side platform (DSP) that enables marketers to plan and buy video ad campaigns.

“This acquisition reinforces our already strong position in the OTT ad space”

Announced on Oct. 22, the acquisition of dataxu provides Roku with a DSP, device graph technology, and analytics platform and is expected to accelerate Roku’s ad tech roadmap and ability to serve a wide array of advertisers.

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“This acquisition reinforces our already strong position in the OTT ad space,” said Scott Rosenberg Roku’s senior vice president, Platform Business. “Acquiring dataxu is a natural progression of our ad tech strategy to offer more buy-side tools and to provide the industry’s best holistic TV plus OTT planning and buying solution that delivers better results for TV buyers.”

Combining the unique advantages of Roku’s first-party consumer relationship, scale, proprietary data and inventory, together with great talent, device graph technology and data science capabilities from dataxu, will create valuable opportunities for buyers.

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Roku pioneered streaming to the TV. We connect users to the streaming content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models and Roku streaming players are available around the world through direct retail sales and licensing arrangements with TV OEMs and service operators. Roku audio products are available in the U.S. through direct retail sales. Roku is headquartered in Los Gatos, Calif. U.S.A

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