DataXu Expands DSP Offering to Video, Mobile
DataXu, one of a handful of technology companies which enable advertisers to purchase highly targeted display ad inventory on a real time basis, wants to do the same for video and mobile.
The Boston, Mass.-based company, launched last year, is commonly referred to as a demand- side-buying platform (DSP). DataXu, along with Turn, MediaMath, help power many digital ad agencies’ audience-buying specialty divisions, such as Havas’ Adnetik. The prevailing idea behind DSPs is that buyers can use these tech platforms to purchase specific users on the Web, such as people who have recently viewed a particular ad or researched a trip, and deliver ads only to those users via cookies.
DataXu
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