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.

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