Sky makes programmatic pledge with $10m investment in DataXu

In yet another move that brings television closer to the ad-tech world, Sky has today announced that it has invested $10 million in DataXu, the programmatic marketing analytics and data management platform.

The US-based company works with advertisers and media agencies to boost the effectiveness of targeting consumers across all of their devices, helping to take advantage of the so-called ‘second-screening’ behaviour of many TV viewers.

In a statement, Sky said the deal will benefit the broadcaster as an advertiser and investor and signals a growing trend for TV to work more closely with ad tech companies.

Late last year Sky announced that it had partnered with Videology to create a programmatic, cross-screen video advertising solution, followed by the news that ITV was working with programmatic ad platform RadiumOne to launch Ad Sync, which will link ITV’s broadcast output to RadiumOne’s sharing data capability.

Similarly, Channel 4 will allow advertisers and agencies to programmatically buy demographic audiences on its All 4 platform from this year.

Sky’s advertising sales division, Sky Media, will also work with DataXu to “explore a number of new opportunities”, including extending the reach of ad-targeting platform Sky AdVance, which allows advertisers to connect journeys across screens.

“This investment will help us develop a deeper understanding of programmatic advertising, and play our part in shaping the market as it progresses,” said Jamie West, deputy MD at Sky Media.

“Combining Sky’s knowledge, experience and innovation in advertising with DataXu’s programmatic marketing expertise will provide exciting opportunities for both businesses, and most importantly, for Sky’s advertising partners.”

Chris Le May, DataXu’s senior vice president and European MD, added that both companies are driven by a common desire to deliver highly relevant advertising that engages consumers across devices and channels.

“DataXu has been at the forefront of programmatic TV in the US and we anticipate that the partnership with Sky will foster even greater innovation in the field of addressable TV in the UK and across Europe,” he said.

The news follows recent Sky investments in OTT video company TV4 Entertainment and online video aggregator Pluto TV.

See also: ITV’s Simon Daglish and RadiumOne’s Rupert Staines discuss the ITV AdSync+ deal