Pay-TV broadcaster Sky has announced it has invested $10m in programmatic company DataXu, as part of plans to investigate the potential of programmatic TV.
Sky’s ad sales division, Sky Media, will work closely with US-based DataXu to explore a number of “new opportunities”, including extending the reach of the broadcaster’s cross-device ad product Sky AdVance.
It will also collaborate with DataXu to help advertisers to buy addressable TV ads programmatically.
Jamie West, deputy managing director at Sky Media, said: “This investment will help us develop a deeper understanding of programmatic advertising, and play our part in shaping the market as it progresses.
“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.”
DataXu’s co-founder and CEO Mike Baker added: “This strategic investment allows DataXu to partner with a true, global leader in television and media. DataXu and Sky have strong alignment on the future of programmatic and advanced television; and this investment ensures our two companies continue to learn and grow together.”
It comes as ad tech companies look for ways to encourage the broadcast industry to adopt automation for ad sales.
Rubicon Project yesterday (25 January) announced a partnership with US automated TV ad platform AdMore, which it claims will allow advertisers to reach linear TV audiences in more than 100 million Nielsen-monitored homes.