Websites using Dataxu

Okay, let s break down Dataxu (now part of Roku) with a focus on overview, revenue (when it was independent), alternatives, pricing (as much as publicly available), and customer care.

Dataxu Overview

• What it Was: Dataxu was a demand-side platform (DSP) specializing in programmatic advertising. It allowed advertisers to buy digital ad inventory across various channels (display, video, connected TV, mobile, etc.) using real-time bidding (RTB).
• Key Features:
  • Unified Platform: Aimed to provide a single platform for managing all programmatic campaigns.
  • Data-Driven: Emphasized the use of data and analytics for campaign optimization.
  • Cross-Channel Targeting: Enabled advertisers to reach their audiences across different devices and channels.
  • Advanced Targeting Options: Offered a range of targeting capabilities, including audience segments, contextual targeting, and retargeting.
  • Reporting and Analytics: Provided detailed reporting and analytics tools to track campaign performance.
• Acquisition by Roku: In 2019, Roku acquired Dataxu for $150 million. This acquisition was part of Roku s strategy to bolster its own ad platform and expand its reach in the programmatic advertising space.
• Current Status: Dataxu technology and capabilities are now integrated within Roku s broader advertising platform, known as Roku Advertising. While the Dataxu brand has largely faded, its legacy lives on within the Roku ecosystem.

Revenue (Pre-Acquisition)

• Private Company: Before the acquisition, Dataxu was a privately held company. Therefore, its exact revenue figures were not publicly available.
• Estimates: Industry analysts and reports estimated that Dataxu had annual revenues in the range of tens of millions of dollars, with an emphasis on growth pre-acquisition. However, without concrete public figures, these remain estimates.
• Focus on Growth: Dataxu s emphasis was on growth and expansion within the programmatic advertising landscape, rather than public reporting of financials.

Alternatives to Dataxu (Now Roku Advertising)

Given that Dataxu is now part of Roku, when considering alternatives, you d be looking at other DSPs or advertising platforms. Here are some key alternatives:

• Google Ads (DV360): Google s DSP, a major player in the programmatic space. Offers a wide range of features and integrations with other Google products.
• The Trade Desk: A leading independent DSP known for its flexibility, transparency, and robust feature set.
• Amazon DSP: Amazon s advertising platform, particularly strong for reaching audiences on Amazon properties and within its ecosystem.
• Adobe Advertising Cloud: Adobe s DSP, integrated with their marketing cloud, a powerful option for users already in the Adobe ecosystem.
• MediaMath: Another popular independent DSP with a wide range of capabilities.
• Xandr Invest (formerly AppNexus): Xandr s DSP, part of the AT&T group. Known for its scale and advanced features.
• Adform: A global DSP focused on transparency and data-driven advertising.
• Basis Technologies (formerly Centro): A DSP and programmatic advertising platform.

Choosing an alternative depends on your specific needs:

• Size of campaigns: Some platforms are better suited for smaller advertisers, while others are built for larger campaigns.
• Desired features: Consider the required targeting options, reporting capabilities, and integrations.
• Budget: Different platforms have different pricing structures and minimum spending requirements.
• Specific channels: Ensure the platform supports the channels where you want to advertise (e.g., CTV, display, video).
• Expertise: Some platforms are easier to use than others and offer different levels of support.

Pricing (Dataxu Pre-Roku & Roku Advertising Today)

• Dataxu (Pre-Acquisition):
  • Custom Pricing: Like most DSPs, Dataxu typically operated on a custom pricing model. This means prices were negotiated based on the advertiser s volume of spending, specific needs, and the agreement terms.
  • Fees and Margins: DSPs generally charge a combination of platform fees (usage fees) and a percentage margin on media spend. Dataxu likely followed a similar model.
• Roku Advertising (Today):
  • Programmatic Buying: Roku Advertising offers programmatic buying through its platform, which integrates the legacy of Dataxu. Pricing can be similar to the pre-acquisition days, but is now managed within Roku s broader ecosystem.
  • Roku-Specific Inventory: They have specific pricing for advertising within their connected TV (CTV) space.
  • Custom Agreements: As with most large ad platforms, deals and pricing often involve custom agreements based on factors like campaign scale, reach, and ad formats.
  • No Transparent Public List: Specific pricing information is generally not publicly available on Roku s website or in public documents. You ll need to contact their sales team for customized quotes.

General Points about DSP Pricing:

• CPM (Cost Per Mille): Advertisers often pay based on CPM, meaning the cost for every thousand ad impressions.
• Media Spend: A significant factor in pricing is the overall advertising spend through the platform.
• Fees: DSP fees are often a combination of platform access, data usage, and other services.
• Minimum Spends: Some platforms have minimum monthly spend requirements for access.

Customer Care Details

• Dataxu (Pre-Acquisition):
  • Dedicated Account Managers: Dataxu was known for providing dedicated account managers to their clients, helping with onboarding, campaign management, and technical support.
  • Support Channels: They likely offered support via email, phone, and potentially a support portal.
• Roku Advertising (Today):
  • Roku s Support: Roku Advertising s customer care is now handled by Roku s broader support organization.
  • Account Management: Roku provides account managers for its advertising clients, typically assigned based on the size and complexity of the accounts.
  • Support Channels: They offer support through their customer support portal, knowledge base, and assigned account managers.
  • Technical Support: Technical support is available for issues related to platform usage, campaign implementation, and integrations.

Key Takeaways

• Dataxu is no longer an independent entity but is now part of Roku Advertising.
• Roku Advertising leverages Dataxu s technology for its programmatic buying features.
• Direct pricing information for Roku Advertising (including the legacy Dataxu tech) is not public. You ll need to contact their sales team for a custom quote.
• If you re looking for a DSP, consider alternatives such as Google DV360, The Trade Desk, Amazon DSP, and others, weighing their features and pricing against your specific requirements.

To get the most accurate pricing and customer care information, it s recommended to directly contact the sales teams of Roku Advertising or the alternative DSPs you are considering.