Programmatic marketing software platform dataxu is set to make its entire Sydney division redundant, B&T understands.

According to multiple industry insiders, the impending redundancies are expected to come in the following weeks.

The slashing of the Sydney team follows TV hardware manufacturer and streaming service Roku’s $150 million ($AU218m) acquisition of Dataxu last week.

The deal is expected to close during the fourth quarter.

The major acquisition will allow marketers to plan, buy and optimise their video ad campaigns that run across Roku’s devices and services.

Roku’s purchase will allow the company to provide advertisers with a data-driven solution they can use to plan and buy ads across Roku’s platform, which currently houses 30.5 million active users.

On the acquisition, Roku CEO Anthony Wood said in a statement: “TV advertising is shifting toward OTT and a data-driven model focused on business outcomes for brands.

“The acquisition of dataxu will accelerate our ad platform while also helping our content partners monetize their inventory even more effectively.”

Sydney team set to go 

Industry insiders told B&T dataxu’s Sydney entire team will be made redundant in an effort to streamline the business.

However, dataxu has countered the claims with country manager Shane Hanby (feature image) suggesting there are no impending changes to APAC’s operations and staff numbers.

Hanby said: “Whilst we manage the changeover, it’s business as usual for dataxu APAC as we continue to help marketing and media professionals use data to improve their advertising.”

Hanby who has only been in the role since April this year. He joined Dataxu from AI company GumGum where he was head of sales. Prior to that, Hanby spent two years as Salmat group agency manager.

B&T also understands there will be cuts to dataxu teams across the rest of the APAC region.