DataXu, a cloud-based software provider specialising in advertising technology, is readying itself for a potential sale according to reports.
The Wall Street Journal suggests that the US provider has already appointed investment bank GCA Advisors to oversee the sale which carries an initial valuation of $300m.
Any sale would be set against a backdrop of cooling investor interest in the sector following a wave of enthusiasm for a succession of initial public offerings, during which Sky injected £10m into the business.
Since then the harsh reality of the growing ‘duopoly’ of Facebook and Google has sunk in with both parties predicted by eMarketer to command shares of 21% and 44% respectively.
DataXu has focused on television advertising in recent weeks having just debuted its TotalTV tool to aid cross-screen audience targeting.
DataXu itself remains tight-lipped on the speculation.