Sky Invests in Programmatic; AppNexus Launches Header Bidding Solution

ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Sky and DataXu partner; AppNexus launches PriceCheck; Facebook adds mobile web to Audience Network; WPP’s multi-billion ad spend on Google; Alliance between Rubicon Project and AdMore; and ISBA’s Bob Wootton to step down.
Strategic investment into DataXu by SkyUK-based pay-TV provider Sky has made a USD$10m (��7m) investment in analytics provider DataXu. “This investment will help us develop a deeper understanding of programmatic advertising, and play our part in shaping the market as it progresses”, says Jamie West, deputy MD at Sky Media.No doubt, Sky will be a strong partner for DataXu, based on market share of the pay-TV giant alone. But the investment is a strategic move on Sky’s part too: Sky will be using DataXu’s ad tech for its own services, making use of daily digital advertising opportunities that amount to over 100 billion, according to DataXu.