DataXu Plots Real-Time Expansion

DataXu, one of a handful of technology companies enabling advertisers to purchase highly targeted display inventory on a real-time basis, wants to do the same for video and mobile.

The Boston-based firm, launched last year, is commonly referred to as a demand-side buying platform (DSP), a class that also includes players like Turn and MediaMath. DSPs help power digital agencies’ audience-buying specialty divisions. The prevailing wisdom is that buyers will increasingly use such platforms to target specific users on the Web — such as people who have recently researched a trip — and deliver ads directly to those users via cookies.

DataXu claims it can go beyond targeting on the cookie level, using factors such as time of day and content to reach Web users.

The company today released DX2, the newest version of its technology, which officials said would bring DSP capabilities to video and mobile ad inventory for the first time. The thinking is that advertisers will be able to manage the entirety of their digital efforts via DX2.

“This offers full-site transparency and better control for brands,” said Mike Baker, president and CEO, DataXu.

Besides handling video, mobile and rich-media ad placements, DX2 allows buyers to optimize in real time, using up-to-the-minute data culled from customer surveys conducted for specific campaigns.

Per Baker, all of the major agency holding companies are signed to use DX2. Among the agencies initially employing the product are Hill, Holiday and Team Detroit.