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DataXu is a provider of programmatic marketing software for brands and agencies. The company’s core offering, the DataXu Platform, is cloud-based software that leverages data science and machine learning to optimize return on marketing investment (ROMI). DataXu was spun out of the MIT aeronautics and astronautics lab of Professor Ed Crawley, where PhD student and company co-founder Willard Simmons wrote the combinatorial language that guided NASA’s Mars mission plans. Using their combinatorial optimization approach, the MIT team generated 1,162 potential Mars missions from 30 billion possibilities. The name “DataXu” is a mash up of latin "Datir" (to give) and mandarin chinese "Xu" (to need)

The company specializes in display, mobile, video and social marketing channels. Some of its major vertical industries are automotive, consumer packaged goods and financial services.

History
Headquartered in Boston, MA, USA, DataXu was founded by Mike Baker, R. Bruce Journey, Dr. Willard Simmons and Sandro Catanzaro in 2009.

Since its incorporation, DataXu has raised $55.8 million. The company is backed by Thomvest Partners, Atlas Venture, Flybridge Capital Partners and Menlo Ventures.

The DataXu platform sees 800,000 opportunities to buy ads every second—50 billion a day

DataXu co-founded the OpenRTB consortium (now the RTB Project) whose standard for programmatic media was adopted by the IAB and is in use in more than 80 companies.

With 11 offices in eight countries, DataXu services more than 700 customers around the world.

DataXu and its co-founders M. Baker and B. Simmons were featured in 2013 in the BBC Documentary Horizon "The Age of Big Data".

Acquisitions
DataXu has acquired two companies:
 * Mexad (January 2012).


 * Jasper Labs (April 2014).

Industry Awards and Rankings
DataXu has won a number of industry awards. DataXu was ranked the fifth fastest growing private company in the U.S. in 2013, and the "#1 fast growing private company in the marketing and advertising industry". by Inc. in the annual Inc. 500.

In 2013, DataXu cofounder and CEO Mike Baker was named "Entrepreneur of the Year, New England region" by Ernst & Young.

In 2009, DataXu was named a TechCrunch 50 finalist.

In 2011, DataXu was named a "Top Place to Work" by the Boston Globe and a "Best Place to Work" by the magazine AdAge.

DataXu was named an "AlwaysOn Global 250 Top Private Company" in 2012 and 2013.

DataXu was named an "OnMedia Top 100 Private Company" in 2011 and 2013.

Customers
DataXu provides programmatic marketing software for customers such as Ford, Butler, Shine, Stern & Partners, Epson, Universal, Lexus, Sony and Amex.

Competitors
DataXu's competitors include Doubleclick, Rocket Fuel, MediaMath and Turn.