TubeMogul Shifts To Real-Time Video-Ad Buying

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TubeMogul has relaunched its PlayTime video ad solution as a demand-side platform (DSP) allowing real-time bidding on over 5 billion auctions per day across various formats, including pre-roll, in-banner, mobile and social media units.

The new platform will draw video inventory from top publishers, ad servers, sell-side platforms and other sources reaching nearly all U.S. Internet users. TubeMogul also promises the platform will provide agencies and brand marketers control over where ads run and targeting according to context, audience and geography.

After selecting contextual factors, like specific sites and categories and geographic markets, advertisers can layer on their own audience data or information from outside providers like BlueKai, Exelate and TARGUSinfo. Once a campaign starts, brands can utilize TubeMogul's optimization technology to automatically shift spending to the best-performing placements and demographic segments.

Marketers can compare performance by individual site and ad via real-time analytics. They can also track metrics including viewer demographics, unique users, city-level geographic data, and social network-sharing activity.

TubeMogul follows other companies aggregating in-stream video inventory for real-time buying through exchanges and other sources. Last year, video ad network BrightRoll introduced a self-serve exchange for video advertising, while Adap.tv last month expanded its own video ad exchange to a demand-side interface for buying and managing online video advertising. Online video ad network YuMe has also rolled out a demand-side platform geared to agency trading desks dubbed ACE for Advertisers.

DSPs initially focused on serving the display ad market, such as DataXu, have since added tools to enable bidding on video ad formats. With its roots in video analytics, TubeMogul believes the four years of performance data it has collected will help give it an edge over rivals in delivering more effective ads. In one internal test, the company found real-time buys optimized by its algorithm provided a 15.5% longer viewing time at a price 36.4% lower than direct buys for the same set of sites.

To date, TubeMogul has raised $14.5 million from investors including Knight's Bridge Capital Partners and Trinity Ventures.

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