Tremor Acquires InPlay From TubeMogul
- by Joe Mandese @mp_joemandese, January 20, 2012
Online video ad technology developer Tremor Video has acquired video analytics platform InPlay from TubeMogul. Terms were not disclosed, but Tremor said it would integrate InPlay directly into its VideoHub enterprise platform, enabling publishing clients to seamlessly analyze the performance of their online video.
Tremor said the deal was the latest in a series of acquisitions including ScanScout in November 2010 and mobile ad platform Transpera in February 2011, and that it plans to "continue to be acquisitive," utilizing some of the $37 million in funding raised earlier this year.
David Burch from TubeMogul here. To make a few things clear:
- This deal is for publisher analytics only, not for any advertising analytics technology -- TubeMogul retains all the proprietary audience, engagement and brand impact tracking developed for its real-time media buying platform for video advertising.
- This deal allows TubeMogul to focus exclusively on that platform and brand advertisers in particular.
Thank you for clarifying that, David. It wasn't clear to me from the initial announcement. Pasting a link to that in case others would like to read all your details: http://yhoo.it/yWEqgq