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DataXu

DataXu

Dataxu is a software company, based in Boston that produces cloud-based software for marketing professionals and founded the OpenRTB consortium.

The company has offices in North America, India, Singapore, Australia, Germany, the United Kingdom, Spain, Italy and France.

History

dataxu uses combinatorial algorithms originally developed for guiding NASA’s Mars mission plans by company co-founder Willard Simmons, while he was attending his graduate studies at the MIT aeronautics and astronautics lab of Professor Ed Crawley. The company was founded by Willard Simmons, Mike Baker, R. Bruce Journey and Sandro Catanzaro in 2009 with headquarters in Boston. In 2011, dataxu co-founded the OpenRTB consortium (now the RTB Project) that produced a standard for programmatic media that was adopted by the Interactive Advertising Bureau. In 2012 dataxu acquired the company Mexad and in 2014 JasperLabs. As of that year dataxu had raised $55.8 million in financing and had revenues of $118 million. By 2015 the company was valued at $1 billion USD. In 2016 the company received $10 million in financing from SkyMedia.

TouchPoint Platform

dataxu's TouchPoint platform is a real-time bidding platform that shows fifty billion ads for purchase each day, where clients purchase ad space in accordance with the recommendations of dataxu's algorithms. Client data is assimilated into the platform, which analyzes what ads from a particular campaign have engaged with customers in desired ways. It then follows the behavioral trail of those users to determine the efficacy of the ads shown on its platform. This information is used to produce predictive analysis of what various ad spaces will result in and how users will behave. Companies that use the platform include Butler, Shine, Stern & Partners, Epson, Universal, Lexus and Sony. The platform is enabled with anti-fraud detection, which prevent fraudulent ad space from being sold. The data from this is compiled into an annual Advertising Fraud Report. DataXu also refunds money to clients who have purchased fraudulent ads. In 2016, the platform added a pre-bid viewability function.

Recognition

dataxu was ranked by the Inc. 500 in 2013. That year dataxu co-founder and CEO Mike Baker was named "Entrepreneur of the Year, New England Region" by Ernst & Young.

Timeline

People

Name
Role
LinkedIn

Alex Lougovtsov

Employee



Amy Pham

Employee



Andrew Tweed

Investor



Andy Dale

Employee



Angie Agarwal

Employee



Ashley Seybold

Employee



Ben Kassiff

Employee



Ben Segal

Employee



Brian Dolan

Employee



Brian Mascarenhas

Employee



Dave Andre

Investor



Denise Vardakas-Styrna

Employee



Ed Crawley

Founder



Edwin Ewing

Advisor



Evan York

Employee



Gary Malouf

Employee



Greg Stuart

Investor



Gulam D Shakir

Employee



Hal Shear

Investor



Heather Liu

Employee



Jeff Bussgang

Investor



Jeff Fagnan

Investor



Jenna DiCicco

Employee



John Hadl

Investor



Julie Kim

Employee



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