Sky PLC ('Sky') (LSE: SKY), Europe's leading entertainment company, today announces that it has invested $10 million in DataXu, a leading provider of programmatic marketing analytics, data management and media activation software. The investment, one of Sky's largest to-date, is the latest example of Sky taking equity shares in innovative companies, bringing new ideas, insight and services into Sky's business.

Based in Boston, DataXu partners with advertisers and media agencies to help them engage more efficiently and effectively with consumers across all of their devices. DataXu's expertise in programmatic marketing -- the automated, data-driven planning and trading of advertising across multiple media devices and formats -- benefits Sky as both an advertiser and investor. The DataXu platform has the capability to analyze and optimize buying decisions on over 100 billion digital advertising opportunities every day around the globe.

Sky's advertising sales division, Sky Media, will also work closely with DataXu to explore a number of new opportunities, including extending the reach of Sky Media's revolutionary advertising product, Sky AdVance; leveraging DataXu's market-leading experience in helping advertisers buy addressable TV ads programmatically; and harnessing the power of data and analytics to drive superior marketing results.

Sky Media has a strong track record of innovation. In 2014, it launched Sky AdSmart, a product designed to make TV advertising effective for niche or smaller brands. Sky AdSmart serves different ads to different households watching the same program, showing the most relevant ads as guided by data of profiling experts.

This was followed in 2015 with the introduction of Sky AdVance, which allows advertisers to connect journeys across screens so that audiences see the right ad, at the right time, in the right sequence and on the right screen.

'This investment will help us develop a deeper understanding of programmatic advertising, and play our part in shaping the market as it progresses,' said Jamie West, Deputy MD at Sky Media. 'Combining Sky's knowledge, experience and innovation in advertising with DataXu's programmatic marketing expertise will provide exciting opportunities for both businesses, and most importantly, for Sky's advertising partners.'

'This strategic investment allows DataXu to partner with a true, global leader in television and media,' said Mike Baker, DataXu Co-Founder and CEO. 'DataXu and Sky have strong alignment on the future of programmatic and advanced television; and this investment ensures our two companies continue to learn and grow together.'

This partnership follows recent Sky investments in OTT video company TV4 Entertainment and online video aggregator Pluto TV. Sky has previously invested in a number of other pioneering U.S. technology companies, including the leading online sports network Whistle Sports, IP streaming service provider Roku and cinematic virtual reality company Jaunt.

Notes to editors:

1) References to DataXu are to DataXu Inc.
2) Gross assets subject to this transaction were $10m
3) Profits attributable to the assets subject to this transaction were $nil
4) The DataXu platform was recently recognised by independent analyst firm Forrester Research, Inc. as having the 'strongest current offering' in its report The Forrester WaveTM: Demand Side Platforms, Q2 2015.

About Sky
Sky is Europe's leading entertainment company, serving 21 million customers across five countries: UK, Ireland, Germany, Austria and Italy. We offer the best and broadest range of content, deliver market-leading customer service and use innovative new technology to give customers a better TV experience, whenever and wherever they choose.

Sky has annual revenues of over £11 billion and is Europe's leading investor in television content with a combined programming budget of £4.9 billion. The group employs 30,000 people and is listed on the London Stock Exchange (SKY).

For more information visit www.sky.com/corporate

About DataXu
DataXu's vision is to make marketing better using data science. The world's top brands and agencies partner with DataXu to better understand and engage their customers across all available media formats, devices, channels, and buying modes. DataXu's total advertising solution, ranked #1 in the industry, provides marketers with unparalleled Media Activation, Marketing Analytics and Data Management capabilities. With sixteen offices in eleven countries, DataXu's full-stack solution is powering the digital transformation of the world's most valuable brands. Visit www.dataxu.com for more information.