Sky's advertising subsidiary, Sky Media, will work with marketing analytics company DataXu on its Sky AdVance product following the investment.

Broadcaster Sky has invested $10m in US-based programmatic marketing analytics software developer DataXu, and its advertising division, Sky Media, plans to work with DataXu on projects in future.

DataXu provides full-stack advertising software that incorporates media activation, marketing analytics and data management tools.

Sky Media intends to employ DataXu’s help in expanding its Sky AdVance adtech product, and in particular its expertise in programmatic ad selling and marketing data analytics.

DataXu has now raised approximately $66m since it was founded…