• by Tyler Loechner  @mp_tyler, June 9, 2014

Mobile ad platform JiWire on Monday announced it has rebranded as NinthDecimal. Additionally, the company has announced the launch of a tool meant to help mobile advertisers target audiences through pre-roll video. The company partnered with TubeMogul to launch the new feature.

NinthDecimal has landed some large brands as launch partners, including L’Oreal Paris, Kraft Foods and Mondelez’s Honey Maid.

“Mobile video is cutting into TV primetime, and for many younger viewers tablets are the default device for watching video,” claimed Keith Eadie, chief marketing officer of TubeMogul, in a release.

A NinthDecimal representative said, “Audiences built by NinthDecimal have never been available outside our direct sales team.” The company now allows marketers to buy movie video programmatically via the TubeMogul platform.