Sky Invests $10 Million in Programmatic Ad Tech Firm DataXu

Pan-European pay TV giant Sky said Monday it has invested $10 million in DataXu, a Boston-based provider of programmatic advertising analytics software.The deal is the latest example of Sky taking a stake in technology companies, including in the U.S. The companies didn't detail how big a stake Sky will hold in the U.S. firm.Programmatic marketing is the automated, data-driven planning and trading of advertising media devices and formats. DataXu partners with advertisers and media agencies to help them engage more efficiently and effectively with consumers across devices. It says its platform has the capability to "analyze and optimize buying decisions on over 100 billion digital advertising opportunities every day around the globe." Sky said it will benefit from the company's expertise both as an advertiser and investor.