DataXu Gets $10M From Sky As Pay TV Giant Buys Into Programmatic Ad Tech

DataXu, a Boston-based startup that provides analytics and other tools for programmatic ads, has picked up another round of funding. Sky, the UK-based pay-TV provider part-owned by 21st Century Fox, has made a $10 million investment in the company.

Considering DataXu (pronounced “data zoo”) is reportedly valued at $1 billion-plus, it’s not a massive stake but it is a strategic one: Sky plans to use DataXu’s demand-side buying ad tech in its current services as well as work together on future products. DataXu claims that its platform processes some 100 billion “digital advertising opportunities” daily globally, and Sky’s advertising division Sky Media plans to tap into that.