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The TV company Sky has invested 10 million US dollars in the programmatic advertising analytics company DataXu.
Programmatic ads are those that are automatically bought and placed by software rather than by humans.
The partnership means that Sky will learn more about programmatic advertising from DataXu, and DataXu will help to develop Sky's AdVance multi-platform advertising product.
A spokesperson from DataXu commented on the investment, saying: “DataXu and Sky have strong alignment on the future of programmatic and advanced television; and this investment ensures our two companies continue to learn and grow together.”