TC50 Finalist DataXu Scores $11 Million More For Online Ad Bidding Platform

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Mar 8, 2010

Boston-based DataXu, provider of a real-time online ad bidding and optimization system, has secured $11 million in Series B funding to add to the $7.8 million in financing it raised in an earlier round (April 2009).

The company, which was a finalist at last year’s edition of the TechCrunch50 conference and startup launchpad, raised the additional capital from Menlo Ventures and prior investors Atlas Venture and Flybridge Capital Partners.

The DataXu platform creates campaign-specific data models and algorithms that value, purchase and optimize ad placements across all major ad exchanges (including Google, Yahoo and Microsoft’s) and other ad inventory sources – all while taking into consideration media context, consumer profiles and choice of creative.

The startup launched its demand-side platform at TC50 in September 2009, and says it will now use the extra funds for new product development, sales and marketing, and international expansion.

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http://www.vikitech.com Viki

This is a step in the right direction for Online advertising. The service sounds like Google Advanced Search for advertisers.

Input the proper criteria and dataxu would provide you with the most relevant results (publishers to advertise).

If this is a success, it might get on Google’s acquisition radar!
Anonymous

From what I can tell, this doesn’t compare to Invite Media and their robust bidding platform.
BlogReader

While this sounds interesting I don’t think it is a good investment. What IP do they have? That they can pick one of several adnetworks to put an ad on?

That doesn’t sound attractive from a buyout standpoint.
johnk

It’s a fancy way to bid on shitty inventory. It seems to only help the pro media planner(i.e., agencies) and not the small business owner who doesn’t want to bury their heads in understanding how to game the ad exchanges
Obiwan

Really wonder how they can make real time bid adjustments on google based on impressions provided :
1-google adwords api doesn’t provide real time stats on impressions ( only grouped ones and by hour)
2-there’s no technical way of tracking impression unless you serve the ad yourself
3- last time i checked, bidding on adwords api were limited by quotas, which are extremely expensive if you intend to optimise every single ad in ‘real-time’.

to me the whole thing looks like pure marketing bs… Reminds me of efficient fronteer with its wonderful algorithmics technics based on financial optimization technics ( wonder what happend to them since the financial crisis)
http://www.facebook.com/profile.php?id=660961872 Terry D. Whalen

BlogReader – these guys have several MIT PhD’s on the team. The IP doesn’t really involve the ability to pick and choose the ad network(s) – that’s elementary. It’s more along the lines of using dozens and dozens of data points in order to real-time-bid for impressions.

johnk – it’s true that much of the ad exchange inventory is bottom-of-the-barrel, but inventory is probably improving over time, and at the end of the day, there is a price at which this inventory works for advertisers. And it definitely scales – there is a ton of it. True, though, that it’s probably not for the smaller advertisers, at least in the near-term.
http://willscullypower.wordpress.com/2010/03/09/dataxu-closes-11-million-more-for-online-ad-bidding-platform/ DataXu closes $11 Million More For Online Ad Bidding Platform « Datarati :: Will Scully-Power :: Data, Analytics & Optimization in the World of Advertising!

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http://chitika.com/ Alden DoRosario

This is for display advertising — not Adwords. The realtime bids run on the Google Ad Exchange (which is very different from the search keyword based Adwords system that you are referring to).

May the force be with you — retract your comment, you should.