Enabling advertisers to execute data-driven programmatic campaigns across all digital channels with a focus on business outcomes and ROI optimization.
Last updated Feb 8, 2026
Leading independent DSP before acquisition by Roku
DataXu was a leading programmatic marketing software company founded in 2007 that provided a demand-side platform (DSP) for digital advertising. The company enabled advertisers and agencies to plan, buy, and optimize digital media campaigns across display, video, mobile, and connected TV channels using data-driven insights and machine learning. DataXu differentiated itself through its focus on outcomes-based buying and its ability to connect programmatic advertising to business results. In December 2018, DataXu was acquired by Roku for approximately $150 million, marking a significant consolidation in the programmatic advertising space. The acquisition allowed Roku to enhance its advertising platform capabilities and expand its presence in the TV streaming and over-the-top (OTT) advertising market. Following the acquisition, DataXu's technology was integrated into Roku's advertising solutions, and the DataXu brand was eventually absorbed into Roku's platform.
Demand-side platform for programmatic media buying across display, video, mobile, and connected TV
Tools for planning and forecasting digital media campaigns
Data-driven audience segmentation and targeting capabilities
Automated optimization across multiple digital channels and devices