• by Tyler Loechner , Staff Writer @mp_tyler, September 25, 2015

Programmatic video ad platform Tube Mogul has been investing "significant time and resources” to grow its programmatic TV offering (as company CMO Keith Eadie noted in a recent story that first appeared in Real-Time Daily):

TubeMogul plugged into Placemedia’s television supply-side platform (SSP) to gives its clients more access to linear TV ad inventory that is available for programmatic buying.

Placemedia aggregates inventory from local broadcasters, national cable networks and over 50 MVPDs; its most recent partnership saw 12 new networks join the platform, including Tennis Channel, Fuse and others.

In all, Placemedia claims to reach over 95 million households.

“This partnership and integration with Placemedia significantly bolsters the amount of linear TV inventory available to our advertisers,” stated Eadie. The partnership is effective immediately.

In a deal similar to the Placemedia partnership -- in that it increased the amount of programmatically-sold TV inventory TubeMogul has access to -- TubeMogul recently plugged into WideOrbit’s TV marketplace. The company also started working with Cadreon, IPG Mediabrands’ trading desk, to build TV-buying software.

Analysts are bullish on TubeMogul’s happenings in the data-driven TV space, but its clear that this is a marathon, not a sprint. Magna Global, another IPG Mediabrands division, recently estimated that programmatic TV will represent 4% of TV budgets this year before rising to 17% by 2019. That estimate is inclusive of both audience-buying and household addressable.