Sky invests in advertising analytics company

Sky has invested $10m (£7.0m) in programmatic marketing analytics, data management and media activation software company DataXu.

The FTSE 100 broadcaster said on Monday the investment is another example of the company taking a stake in innovative companies to bring in new ideas, insight and services.

The company, based in Boston, Massachusetts, partners with advertisers and media agencies to help them engage more efficiently and effectively with consumers across all devices.

Its platform has the capability to analyse and optimise buying decisions on over 100 billion digital advertising opportunities every day around the globe.

Sky said its advertising sales division Sky Media will work closely with DataXu to explore a number of opportunities including using more data and analytics as well as helping advertisers to buy addressable TV ads programmatically.

Sky Media’s Jamie West said the investment will help them develop a deeper understanding of programmatic advertising.

“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."

It’s the latest in a series of investments Sky has made, after backing OTT video company TV4 Entertainment and online video aggregator Pluto TV.

The broadcaster has also previously invested in online sports network Whistle Sports, IP streaming service provider Roku and cinematic virtual reality company Jaunt.