Sky invests $10m in US marketing analysts DataXu
Sky, the British television company, has invested $10m (€9.2m) into Boston-based marketing analytics firm DataXu.
The move comes as Sky prepares for the launch of its new set-top box, Sky Q.
DataXu partners with advertisers and media agencies to help them engage with customers across all devices. The investment will see Sky work with DataXu to explore new advertising opportunities and products.
Speaking about the investment, deputy managing director at Sky Media, Jamie West, said that the deal will help further the firm's advertising knowledge.
"This investment will help us develop a deeper understanding of programmatic advertising, and play our part in shaping the market as it progresses.
"Combining Sky's knowledge, experience and innovation in advertising with DataXu's programmatic marketing expertise will provide exciting opportunities for both businesses, and most importantly, for Sky's advertising partners," Mr West said.
The deal is the latest in a line of investments that Sky has made in diverse areas. In December Sky invested $300,000 in California-based Netflix rival, TV4 Entertainment.
According to DataXu co-founder, Mike Baker, both it and Sky "have a strong alignment on the future of programmatic and advanced television".
"This strategic investment allows DataXu to partner with a true, global leader in television and media, and ensures our two companies continue to learn and grow together," Mr Baker said.
January has proven to be a busy month for Sky, which announced its biggest ever re-design of its on-demand service, Sky Go.
Sky has made changes to the homepage of the site while it aims to make the online viewing experience more practical on mobile and tablets.