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TMCNet:  DataXu Adds Video to Private Exchange Capabilities, Leads Industry in Private Marketplace Video Buying

[March 06, 2014]

DataXu Adds Video to Private Exchange Capabilities, Leads Industry in Private Marketplace Video Buying

BOSTON --(Business Wire)--

DataXu, a leading provider of programmatic marketing solutions for brands and agencies, today announced the addition of Private Exchange video to its platform. This brings programmatic video to the point where brand marketers can confidently make increasingly bold shifts in budget, from TV, to premium quality digital video.

According to recent industry research, 86 percent of brands and 91 percent of agencies expect to spend more on digital video this year, with 31 percent saying the budget will come from broadcast TV. DataXu (News - Alert) will deliver brand-safe premium placements with programmatic decisioning and the transparency currently missing from video ad networks.

"There is no question that DataXu has taken the lead as the first and largest global buyer of video Private Marketplace inventory across SpotXchange. This growth effectively was caused by DataXu providing our SSP with the byers that have helped scale private marketplaces and address the growing demand for premium programmatic video buying," says Alex Merwin, Vice President of Programmatic & Business Analytics at SpotXchange. "Publishers on our platform are eager to provide advertisers new programmatic channels, and DataXu's product helps make this a reality."


"We've heard from a lot of brand marketers that they want the efficiency of programmatic, but won't take the leap without more control and transparency around placement. With this new capability, our message to brand marketers waiting on the sidelines of programmatic is 'Come in. The water's warm!'" said Aaron Kechley, senior vice president of product at DataXu.

Programmatic video via the open exchange has been an integral part of DataXu's omni-channel platform since 2011. Globally, five Private Exchanges and more than 400 premium publishers will make their display and video inventory available to DataXu customers via DealID protocols.

DataXu's video for Private Exchange is now available. For more information on DataXu and the market's most comprehensive Private Exchange offering, visit http://www.dataxu.com.

About DataXu

DataXu is transforming the way companies build their brands in a digital world through the industry's only fully integrated programmatic marketing solution. The DataXu Platform offers cloud based software that leverages data science to help enterprise marketers better understand and engage consumers throughout the buying journey, and optimally manage marketing investments for more efficient and effective customer acquisition strategies. With 11 offices in eight countries, DataXu services more than 700 brands across the globe. For more information, visit www.dataxu.com or follow us at twitter.com/dataxu.


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