Roku’s $150 million acquisition of adtech firm Dataxu could make it more competitive with Amazon, but advertisers worry it could make Roku more of a walled garden

Oct 23 2019 by Business Insider

 

Roku announced that it plans to acquire Boston-based adtech firm Dataxu for $150 million in cash and stock to build a bigger OTT advertising platform. Alison Levin, Roku's VP of ad sales and strategy, said Dataxu gives Roku expertise in performance-based marketing from brands that don't typically spend a lot on TV ads. But advertising execs worried that the acquisition would make Roku more of a walled garden for ad buying, measurement and targeting. Dataxu still makes money from selling...
Continue Reading Roku’s $150 million acquisition of adtech firm Dataxu could make it more competitive with Amazon, but advertisers worry it could make Roku more of a walled garden