Sky has invested $10m in US-based programmatic advertising company DataXu with the broadcasting outfit receiving equity shares in exchange for the sum, as it seeks to establish itself as a key player in helping brands better chart the customer journey.
As part of the deal, the broadcaster’s sales team Sky Media will work closely with DataXu to help media buyers to better optimise their campaign planning and execution by extending the reach of its own ad buying products such as Sky AdVance. This includes bringing programmatic media buying techniques to the TV sector.
Sky Media has taken great strides to position itself Read full story ›
Source: The Drum
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