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Roku acquires Dataxu for $150 million as it leans into programmatic video ad services - Business Insider

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Dataxu's programmatic buying tools should help Roku compete with rivals like Amazon:

. One of the few remaining independent ad tech companies, Dataxu provides tools for advertisers to programmatically buy ads across TV, OTT video providers, desktop, and mobile.

Moreover, while Roku still plans to give other demand-side platforms access to its inventory — it already has existing with Adobe, Innovid, and SpotX — it can now leverage its own first-party data from its 30.5 million active users to offer better targeted advertising through Dataxu.

 

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