https://techcrunch.com/2019/10/22/roku-buys-ad-tech-platform-dataxu-for-150-million/

Roku is beefing up its advertising business with the acquisition of Boston-based dataxu, a demand-side platform that will allow marketers to plan, buy and optimize their video ad campaigns that run on Roku’s devices and services. The deal, a mixture of cash and stock, is for $150 million and has been approved by each company’s board of directors. It’s expected to close in the fourth quarter.

The deal is meant to help Roku further grow its suite of tools for advertisers, at a time when its platform business is a larger contributor to Roku’s bottom line compared with hardware sales. The company today has over 30.5 million active users who watch via Roku’s OS either on Roku streaming media players or Rokus TV.