If someone describes their workplace as a zoo, you might not envision a productive, innovative startup that’s been chosen by AdAge as one of the five best places to work in America. But DataXu (pronounced Data Zoo) appears to have captured all the energy and excitement of a zoo without the chaos (or the smell.)
DataXu is the creator of DX Mobile, which it calls the advertising industry’s first mobile demand side platform. The software company, which has its roots in online advertising, says marketers have used demand side platforms to achieve great returns online. Now the company is bringing the same idea to mobile, giving customers access to all exchange traded mobile inventory sources from a single point of control. The Boston-based company says it is also working to commercialize an algorithm developed at the Massachusetts Institute of Technology to enable real-time decisions on digital advertising.
Founded in 2007, DataXu has grown to employ more than 100 people without losing its commitment to innovation. Employees are routinely asked to clear the calendars for an “Innovation Day,” during which they collaborate with co-workers to come up with an idea which they present later at a company party.
DataXu’s investors are eager to take the party to Wall Street, according to CEO Mike Baker. He says some of his investors have urged him to take the $30 million (2011 revenue) company public this year, but he prefers to be patient and build the business. DataXu’s investors include Atlas Venture, Menlo Ventures and Flybridge Capital Partners.
