DataXu Announces General Availability of Industry’s First Mobile Demand-Side Platform

DX Mobile Simplifies Mobile Advertising: Delivers Relevant Audiences at Scale

BOSTON, MA (February 1, 2011) – DataXu (, the leading media management platform for digital advertisers, today announced the general availability of DX Mobile, the industry’s first mobile Demand-Side Platform (DSP). This advanced mobile media management solution raises the bar above traditional mobile ad networks by enabling advertisers to dynamically measure, value, buy and optimize ad placements on a real-time, impression-by-impression basis.

According to market researcher eMarketer, spending on mobile advertising will grow by 50 percent to top $1 billion in 2011. With more than 30 percent of digital display advertising predicted to flow through advanced DSPs in 2011, DX Mobile is strongly positioned to make mobile advertising as efficient as online advertising.

The powerful capabilities delivered with DX Mobile include:

  • Largest reach across all exchange-traded mobile inventory sources from a single point of control.
  • Advanced targeting including demographics, geographic, context, creative, day-parting, handset and operator.
  • Optimization that automatically allocates spend-to-highest-performing ad placements.
  • Advanced analytical insights into consumer behavior across both mobile internet and applications.
  • Improved attribution metrics, including post-click engagement.
  • Rich media units designed to drive deeper engagement.

Part of the company’s three screen DX2 platform launch, DX Mobile combines traditional targeting methods with advanced algorithms to discover new audiences at a value and scale that ensures maximum campaign performance. The system makes millions of real-time decisions to automatically serve ads where they are proven to drive the best performance. DX Mobile offers deep actionable insights about how consumers engage with ads, optimizing performance on the fly for better results.

“Consumers have already adopted mobile devices as a way of life but advertisers are behind the curve because it’s just too hard to run effective campaigns,” stated Mike Baker, CEO of DataXu. “Agencies and advertisers are beginning to understand the need to re-engineer their metrics, relationships, processes and people to thrive in an always-on, always-connected world and DX Mobile provides an innovative solution to help find and engage relevant audiences at scale.”

“Mobile is one of the most widespread and fastest-growing media channels in the world,” said Andrew Frank, vice president research, Media IAS for Gartner Group.  ”Demand side platforms are empowering agencies and marketers to achieve an unprecedented degree of efficiency and precision in their operations, and the application of these technologies to mobile advertising is a natural next step in their rapid evolution toward indispensability.”

“We are giving advertisers a simple yet powerful way to connect with the right mobile audience and exceed their campaign objectives,” added Baker. “Early test campaigns demonstrate a 4x performance improvement over ad network buys and an 8x improvement over direct publisher buys. DX Mobile analytics also give advertisers interesting insights into consumer behavior.”

For more information on the platform, contact

About DataXu

DataXu, headquartered in Boston, Massachusetts, provides the leading real-time media management platform for online display advertisers. This powerful technology increases digital campaign performance, improves operational efficiencies and delivers unique consumer insights to advertisers. DataXu’s executive team unites leading executives in digital media with MIT technologists. The private company is backed by Atlas Venture, Flybridge Capital Partners and Menlo Ventures. For more information, visit or follow us on Twitter at @dataxu.