DataXu – the only multi-channel demand-side platform (DSP) for display, video and mobile advertisers, has today announced that it is expanding into Europe with the launch of a new office in London.
DataXu 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 already has active sales operations in the United Kingdom, Spain, France, Germany and the Netherlands, so it make sense to have a base in Europe.
“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.”
DataXu Europe will be led by commercial director Martin Brown, having recently help senior commercial roles for Yahoo in the UK and APAC regions. “As we’ve seen with other industries,” said Martin Brown, “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.”
