Dataxu

Pioneer DSP acquired by Roku and rebranded as Roku OneView, now central to Roku's streaming advertising ecosystem

Dataxu, now operating as Roku OneView, was an early demand-side platform founded in 2007 that was acquired by Roku in 2019 and folded into Roku's streaming-focused ad platform.¹ Built around a patented programmatic marketing approach called Active Analytics™, the platform functioned as a marketing cloud that helped marketers better understand and engage their customers, transforming large volumes of data into actionable insights across media formats, devices, channels, and buying modes.² Dataxu also operated an identity and data management platform that combined advertisers' own data with third-party sources to build a device graph capable of tracking how individuals were exposed to ads across different platforms.³ The platform served media buyers seeking a unified interface for cross-channel campaign orchestration, enabling coordinated strategies across publishers without requiring separate DSPs or managed services.¹ Source 1: improvado.io — 11 Best DataXu Alternatives for Programmatic Ads 2026 Source 2: mmaglobal.com — DataXu Source 3: digiday.com — With DataXu buy, Roku unveils big ad ambitions