Dataxu
A · Ecosystem ServicesAcquired by Roku Inc.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
- Industry
- Demand-Side Platform (DSP) / Programmatic Advertising
- Business Model
- SaaS
- Target Market
- Enterprise
- Employee Count
- 201-500
- Funding
- $107M
- Revenue Range
- $10M-$50M
- Stock Symbol
- NASDAQ:DATA
- Parent Company
- Roku Inc.
- API Available
- Yes
Market Position
Leading independent DSP before acquisition by Roku
Overview
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.
Products & Features
DataXu DSP
Demand-side platform for programmatic media buying across display, video, mobile, and connected TV
Campaign Planning
Tools for planning and forecasting digital media campaigns
Audience Targeting
Data-driven audience segmentation and targeting capabilities
Cross-Channel Optimization
Automated optimization across multiple digital channels and devices
Key Features
Programmatic buying across display, video, mobile, and CTVMachine learning-based optimizationCross-device targeting and attributionReal-time bidding capabilitiesIntegrated data managementOutcomes-based buyingBrand safety controlsTransparent reporting and analytics
Use Cases
Multi-channel programmatic advertising campaignsVideo and connected TV advertisingCross-device audience targetingBrand awareness campaignsPerformance marketing and direct responseAudience retargetingSequential messaging campaigns
Customer Segments
Large advertisersAdvertising agenciesTrading desksMedia buyersBrand marketers