• by Tyler Loechner  @mp_tyler, June 12, 2014

Harmelin Media, an independent full-service ad agency, this week announced it has built an in-house trading desk and will use TubeMogul’s ad buying software for its video buys. The agency had previously used over a dozen different video vendors.

Harmelin will use BrandPoint -- a tool from TubeMogul that uses GRPs to help advertisers plan, buy and measure digital video campaigns. Harmelin had been using TubeMogul’s software on a trial basis before formalizing the partnership.

The company asserts that the partnership represents a convergence of the agency’s TV-buying and digital media-buying strategies.

The agency is located in Bala Cynwyd, Penn., which is fewer than 10 miles outside of Philadelphia.