DataXu Opens Black Boxes, Launches Marketplace For Ad Algorithms

In a push to demystify the black box world of programmatic trading, a major ad technology developer is creating a marketplace where advertisers, agencies and trading desks can shop for algorithms. The so-called Algorithm Marketplace, which is being launched today by demand-side platform DataXu, will start with a couple of dozen off-the-shelf algorithms developed either for DataXu’s internal operations or for specific clients, but will add new ones — about a dozen a year — over time, CEO Mike Baker tells RTM Daily.