Business Insider: Roku’s $150 million acquisition of adtech firm Dataxu could make it more competitive with Amazon

As competitors like The Trade Desk and Google gain clout with agencies, Dataxu has made a lot of changes over the past year to attract a TV-minded acquirer.

“They were able to smartly separate themselves from just being a DSP to being a strong CTV player,” said Will Doherty, evp of global marketplace development at Index Exchange. “Consolidation is a trend, and we’ll continue to see more of it.”

In April, Ed Montes was promoted from chief revenue officer to president and general manager of Dataxu’s TotalTV business.

According to the advertising consultant, a number of telecom and cable broadcasters looked at buying the company. In March, AdExchanger reported that Comcast-owned FreeWheel was reportedly interested in Dataxu though a report from Multichannel News shot down the rumor.

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