DataXu Expands into Europe, Opens New Office in London
Expansion Brings Advanced DSP Technology to EU Countries
BOSTON, MA and LONDON, UK – September 13, 2011 – DataXu (www.dataxu.com) – the only multi-channel demand-side platform (DSP) for display, video, and mobile advertisers, today announced that it has expanded its operations to the European Union; the company has also opened a new office in London and launched a new data center. Martin Brown, having most recently held senior commercial roles for Yahoo in the UK and APAC regions, will lead DataXu Europe as commercial director.
With active sales operations in the United Kingdom, Spain, France, Germany and the Netherlands, DataXu brings to these markets the industry’s first and only machine learning-based DSP: DX2. Unlike first generation DSPs that rely on user cookies to target ads, the DX2 platform makes impression-level decisions in run time, optimizing the creative, consumer and contextual ad choices to help brands acquire more customers for less money.
DataXu continues to deliver on its market-leading vision to become the “brain” for intelligent decisoning across all digital media, including exchanges and guaranteed buys. The rapid pace of change in advertising presents tremendous challenges and opportunities for brands and agencies too as they implement marketing strategy in a technology-driven age. Beyond its technology, DataXu has developed a trusted reputation for expertly advising and servicing media agencies trying to cross the chasm into a data-driven way of working. DataXu is now expanding those relationships globally.
“We are helping brands and agencies move beyond the traditional ‘passive’ consumer demand model to discover ‘dynamic customer demand’ and profitably fulfill it,” said Mike Baker, CEO of DataXu. “As all media becomes digital and the flood of consumer data becomes overwhelming, this will become the key to effective, efficient marketing.”
“As we’ve seen with other industries,” said Martin Brown, commercial director for DataXu Europe, “the transition to digital will create winners and losers. Brands that cling too long to the false safety of traditional approaches will join the growing list of ‘digital losers.’ Brands that continuously ‘invent the future’ will thrive.”
European inquiries can be directed to DataXu Europe, 07973 255 622.
Headquartered in Boston, Massachusetts, DataXu provides the only cross-channel Demand Side Platform for online, mobile, and video advertisers. This powerful technology increases digital campaign performance, improves operational efficiencies and delivers unique consumer insights to advertisers. DataXu’s executive team unites leading executives in digital media with MIT technologists. The private company is backed by Atlas Venture, Flybridge Capital Partners and Menlo Ventures. For more information, visit www.dataxu.com or follow us on Twitter at @dataxu.