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Roku buys Dataxu to beef up OTT advertising: Analysis - Business Insider

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Roku’s $150 million acquisition of adtech firm Dataxu could make it more competitive with Amazon, but advertisers worry it could make Roku more of a walled garden

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Alison Levin, Roku's VP of ad sales and strategy, said Dataxu gives Roku expertise in performance-based marketing from brands that don't typically spend a lot on TV ads. Dataxu still makes money from selling mobile and digital ads, which Roku could use to handle larger budgets from brands.Roku has big advertising ambitions and is betting that adtech firm Dataxu can help it capitalize on the $70 billion TV market.

 

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