PMG Digital Made for Humans

Roku’s Acquisition of DataXu and Its Impact For Connected TV Advertisers

2 MINUTE READ | October 30, 2019

Roku’s Acquisition of DataXu and Its Impact For Connected TV Advertisers

Author's headshot

David Gong

With PMG since 2012, David Gong has led marketing initiatives at PMG, drawing on his past experience at agencies, publishers, and industry partners.

The industry was abuzz from last week’s announcement from Roku that it was buying DataXu for $150 million. The deal reflects the expectation that shift in ad dollars from linear TV to connected TV is only going to increase, and likely hit critical mass in the very near future. PMG’s Price Glomski weighed in on what advertisers could expect from the deal in a story published on Digiday.

“Beyond the data and inventory that Roku could provide to Dataxu, there’s the data and inventory that Dataxu can provide to Roku. Dataxu’s device graph would provide a way for Roku not only to keep track of the ads being served to people on and off of its platform, but also to target ads based on those on-and off-platform ad exposures.”

“It’s Experian-type data that now [Dataxu] can now provide to Roku and build outward. Start TV-first and then go back out programmatically,” said Price Glomski, EVP at digital agency PMG.

Stay in touch

Bringing news to you

Subscribe to our newsletter

By clicking and subscribing, you agree to our Terms of Service and Privacy Policy

The article also stated that since Roku will now own a connected TV platform and DSP, it is better able to connect the dots across platforms deterministically via its 30+ million accounts, with Glomski speculating that there might be match rates as high as 80% within the DataXu environment.

Related Content

thumbnail image

Consumer TrendsStreaming & VideoPlatforms & Media

Peacock, Paywalls, and A Labyrinth of Programming at the 2020 Tokyo Olympic Games

6 MINUTES READ | August 12, 2021

thumbnail image

Consumer TrendsStreaming & VideoStrategyPlatforms & Media

NBCUniversal Preps Wall-to-Wall Coverage of the 2020 Tokyo Olympics

6 MINUTES READ | July 21, 2021

thumbnail image

Streaming & VideoPlatforms & Media

AT&T Disrupts Media Landscape with WarnerMedia Spin-Off

5 MINUTES READ | May 18, 2021

thumbnail image

Consumer TrendsSocial MediaAI & MarketingProgrammatic AdvertisingStreaming & VideoPlatforms & Media

Video and Streaming Take Center Stage at 2021 IAB NewFronts

6 MINUTES READ | May 14, 2021

thumbnail image

Social MediaStreaming & VideoPlatforms & MediaConsumer Trends

The Year of Streaming, and the Decline of Communal Experiences

7 MINUTES READ | March 17, 2021

thumbnail image

Consumer TrendsDigital MarketingPlatforms & MediaStrategy

Hindsight 2020 & Looking Ahead to 2021

8 MINUTES READ | December 16, 2020

thumbnail image

Consumer TrendsStreaming & VideoData & TechnologyStrategyPlatforms & MediaDigital Marketing

Preparing for Streaming’s Growth & The Future of TV Buying

7 MINUTES READ | December 11, 2020

thumbnail image

Consumer TrendsStrategy

October Brings Fresh Perspectives on Economic Sentiment, Consumer Confidence

8 MINUTES READ | October 6, 2020

thumbnail image

Consumer TrendsStreaming & VideoSocial Media

Fall Guys’ Rise and More Twitch News

4 MINUTES READ | September 2, 2020

thumbnail image

The College Sports Spectacle

3 MINUTES READ | August 13, 2020

thumbnail image

Will Instagram Reels Overtake TikTok?

4 MINUTES READ | August 7, 2020