• by Tyler Loechner  @mp_tyler, August 13, 2014

AudienceXpress, a TV audience-buying platform, has partnered with TubeMogul, a programmatic ad platform for digital video. The partnership will allow advertisers using TubeMogul to buy TV inventory in addition to digital video.

AudienceXpress’ inventory comes from over 80 “ad insertable cable networks,” per a release. According to the release, TubeMogul is the first buy-side platform to tap into AudienceXpress. The partnership has been beta-tested since June 2014.

"Programmatic TV is now a reality,” stated Keith Eadie, chief marketing officer at TubeMogul. “The brands and agencies we work with will be thrilled to have the same accountability and insight over their television purchases that they already enjoy for digital video campaigns.”

Programmatic TV remains well behind digital video in terms of adoption and application, but some media buyers are already using the tech for TV buys. A recent study from AOL says that 8% of ad buyers are currently using programmatic to buy TV, with 12% saying they plan to increase their use of programmatic TV in the coming months.