The pace of mergers and activities in ad tech is speeding up, with Roku announcing Tuesday it is purchasing demand-side platform Dataxu in a deal worth $150 million. (Adweek)
The acquisition “will complement Roku’s industry-leading OTT advertising platform and enable Roku to provide marketers a single, data-driven software solution to plan, buy, and optimize their ad spend across TV and OTT providers,” the company said. (THR)
The deal is expected to close during the fourth quarter. Roku executives will detail their plans for integrating Dataxu’s demand-side buying and planning tools during the company’s third-quarter earnings call on Nov. 6. (Deadline)
The deal will also bring in Dataxu’s experienced team, which includes talent in software engineering, data science and analytics. (TechCrunch)