• by Wayne Friedman , September 12, 2017

Tremor Video, the digital video advertising software company, is changing its name to Telaria. The rebrand underscores its new focus on the sell-side programmatic video business.

The name comes from a derivation of the Greek Talaria, which are the winged sandals that carried Hermes, the messenger of the gods, through space, according to the company.

Jennifer Catto, CMO of Telaria, said: “It reflects our belief that advertising technology needs to be fast and frictionless in order to lift our clients toward their goals.”

Tremor sold its demand-side platform business to Taptica in August for $50 million.

In 2016, Tremor Video’s revenues were $166.76 million, down from $173.8 million the year before. The company narrowed its net losses a year to $21 million from $43.2 million in 2016.

The company’s common stock will continue to trade under the ticker symbol "TRMR" on the NYSE until market close on Sept. 25, 2017. Then it will change to the Telaria name and ticker symbol "TLRA."

Early-morning trading of Tremor Video stock was up 2% to $3.99. The company’s stock has been rising slowly since a year ago, when it sold for around $2.50.