TubeMogul, a programmatic video ad platform, has 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 Keith Eadie, CMO at TubeMogul. The partnership is effective immediately.
Eadie added that the ad tech firm has “invested significant time and resources” to grow its programmatic TV offering.
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.