The pace of mergers and activities in ad tech is speeding up, with Roku announcing today it is purchasing demand-side platform Dataxu in a deal worth $150 million.
The acquisition agreement has been approved by each company’s board of directors and is anticipated to close in the fourth quarter, pending regulatory approval. The transaction will be $150 million in cash and shares of Roku Class A common stock.
Roku has more than 30.5 million active accounts as of June 2019, giving the streaming platform direct consumer relationships, proprietary data and inventory ripe for monetization.
The acquisition also gives Roku’s advertisers the ability to automate how they purchase video ads across platforms, including online video advanced TV and OTT, on its owned and operated properties using a self-serve interface.