• Market Wired, Tuesday, June 14, 2016 8:24 AM

DataXu on Monday announced the appointment of Tore Tellefsen as vice president of TV solutions. Tellefsen's hiring comes as the company expands its programmatic footprint across all devices and formats to encompass television, a move it began last year with the launch of its OneView cross-device marketing software. Sky invested $10 million investment in DataXu this year to help advertisers leverage data science to buy TV ads programmatically. Tellefsen served more than eight years at Microsoft, where he was director of video advertising, and prior to that spent six years at programmatic television (PTV) provider Navic Networks, which Microsoft acquired in 2008. Tellefsen will lead the PTV team at DataXu. The company uses marketing science and advanced analytics to help advertisers better understand consumers and drive increased ROI through data-enhanced television.

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