• by P.J. Bednarski  @pjbtweet, August 6, 2013

YuMe, which makes software to deliver online video ads, will ring the bell at the New York Stock Exchange on Wednesday morning, signalling its entry as a publicly traded company with 5.1 million shares of common stock priced at $9.
The stock will trade on the NYSE under the YUME symbol. The underwriters have been granted a 30-day option to purchase up to an additional 768,750 shares of common stock from certain selling stockholders at the initial public offering price.

Citigroup, Deutsche Bank Securities and Barclays are acting as joint book-running managers for the offering. Needham & Company and Piper Jaffray are acting as co-managers.

The $9 per share IPO price is significantly lower than the $12-$14 once envisioned. Like Tremor Video, which had its IPO earlier this summer and whose shares have dropped since, it appears investors are still wary of new digital advertising entrants even as the advertising community is pretty sold on the future of digital advertising itself. The trouble is YuMe and Tremor and other digital firms are competing with Google and its YouTube, a very formidable competitor, obviously,
BusinessInsider.com reported that a little more than 84% of YuMe's shares are already owned by inside investors who bought them at $3.14 a share, and suggested that they might want to sell "as soon as their lockup schedules allow," but the Web site reported that when it assumed YuMe would price its IPO at around $13 a share.