Tremor Video buys "InPlay" video tech from TubeMogul

InPlay bought from TubeMogul will go into new product 'Publishers Analytics'

Technology trends and news by Krystal Peak
January 20, 2012
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As online video continues to grow as a competitor to cable video content, publishers search for the appropriate analytics system to track the views and engagement videos see over time.

The online video advertising company, Tremor Video, announced Friday that it has purchased more video technology (called InPlay) from TubeMogul.

Tremor Video said in a blog entry that it will integrate the new technology into it enterprise video platform VideoHub for Publishers, which should be on the market in the first few months of the year.

The financial details on this purchase were not made public.

“Divesting our publisher analytics helps us to focus on our media buying platform for video - and being the best at enabling advertisers to target their audiences with brand messages," TubeMogul CEO Brett Wilson told VatorNews.

It was fitting that TubeMogul would sell this technology since the company made a pivot to providing a demand-side buying platform for video advertising. 

This deal is just for publisher metrics, not for any advertising analytics technology -- TubeMogul will continue to retain all the proprietary audience, engagement and brand impact tracking more recently developed for its real-time media buying platform for video advertising.

TubeMogul has several video advertiser clients including Allstate, 20th-Century Fox, P&G, Symantec and many more.

Those already using TubeMogul services for real-time reporting tools will remain unaffected by this sale to Tremor Video.

Last April, TubeMogul launched a real-time media buying platform for video advertising, with thousands of brand and trading desk clients signed.  

TubeMogul does not intend to compete in the publisher space the same way Tremor does. TubeMogul is focused on helping clients attain the most effective way to buy video ads.

Tremor Video’s has been making moves over the last few months to purchase key technology to growth its business, including the acquisitions of ScanScout and mobile ad platform Transpera. Last year Tremor raised $37 million in funding, which seems to be helping the company bring in technology that it covets.

In recent months, we have reported that online ad spending is returning to pre-recession growth levels, with steady increases projected through 2015 as marketers continue to invest more in digital channels.

And eMarketer expects US online advertising spending to reach $31.3 billion this year, a dramatic 20.2% increase over 2010 spending. By 2015, nearly $50 billion will be spent on online ads in the US.

Online video’s exceptional growth is still coming from a fairly small base, worth $2.16 billion in 2011. But by 2013, video ad spending will outstrip classifieds and directories, making it the third-largest online ad format.

Tremor Video has worked on video advertising campaigns for Coco-Cola, Red Robin, LiveScribe, Ikea, Ford and L'Oreal.

Tremor Video is in a similar video advertising space as YuMe, BrightRoll and Unruly Media.

Earlier this month, the five-year-old social video advertising platform Unruly Media, announced a $25 million Series A investment from Amadeus Capital Partners, Van den Ende & Deitmers and Business Growth Fund. 


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