Tremor Video buys "InPlay" video tech from TubeMogul

Krystal Peak · January 20, 2012 · Short URL: https://vator.tv/n/23b1

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

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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TubeMogul, Inc.

Startup/Business

Joined Vator on

Founded in 2006 by online video buffs who met while in graduate school and won the UC Berkeley Business Plan Competition, TubeMogul's objective from the start has been to empower online video producers, advertisers and the online video industry by providing publishing tools and insightful, easy to interpret analytics.

With TubeMogul, users upload videos once and TubeMogul deploys them to as many of the top video sharing sites the producer chooses. TubeMogul's integrated analytics then provide a single source of metrics on where, when, and how often the videos are viewed. TubeMogul's free beta service has been live since November of 2006. In January 2008, TubeMogul announced the launch of its Premium Products, which include a host of new professional features.

Unruly Media, Inc.

Startup/Business

Joined Vator on

Unruly is the award-winning global platform for social video advertising.

Founded in 2006 and with offices in New York, Paris, Sydney, San Francisco, Amsterdam, Stockholm, and Berlin, Unruly has delivered, tracked & audited 1.34 billion video views and executed 1,400+ successful social video campaigns for global brands and agencies, including T-Mobile’s acclaimed Life’s for Sharing series, Evian’s global Roller Babies hit and Heineken’s Legends campaign.

Reaching an audience of 725 million monthly unique users, Unruly distributes video and rich media formats across platforms, including YouTube, Facebook, Twitter, premium publisher sites, influential blogs and mobile applications.

Unruly’s mission is simple: to deliver the most awesome social video campaigns on the planet.

YuMe

Startup/Business

Joined Vator on

 

As viewing audiences fragment and consumption of video content across multiple devices continues to grow, YuMe’s goal is to be there with video advertising technology solutions that provide maximum inventory monetization for publishers and optimal ad campaign performance and ROI for advertisers.

 

YuMe pioneered video ad delivery across all devices (PC, Mobile, IPTV) with ACE, the industry’s first video advertising platform launched in 2007.  With 500+ publishers, more than 1 billion video streams and 63 million unique viewers per month, YuMe provides both audience scale and quality reach for advertisers.  The YuMe ad management platform, ACE, gives publishers and advertisers the unprecedented ability to identify, classify, and track content to ensure brand safety, contextual relevance, controlled syndication, and consistent delivery across all devices.  Key YuMe innovations include the first cross–platform ad solution and the ability to serve multiple ad formats and placements through a single, unified system.  YuMe is a privately held company headquartered in Redwood City, CA and backed by Khosla Ventures, Accel Partners, BV Capital and DAG Ventures.

 

For more information, visit YuMe’s website at www.yume.com and the take2video blog at www.yume.com/blog.

As viewing audiences fragment and consumption of video content across multiple devices continues to grow, YuMe’s goal is to be there with video advertising technology solutions that provide maximum inventory monetization for publishers and optimal ad campaign performance and ROI for advertisers.

 

 

YuMe pioneered video ad delivery across all devices (PC, Mobile, IPTV) with ACE, the industry’s first video advertising platform launched in 2007.  With 500+ publishers, more than 1 billion video streams and 63 million unique viewers per month, YuMe provides both audience scale and quality reach for advertisers.  The YuMe ad management platform, ACE, gives publishers and advertisers the unprecedented ability to identify, classify, and track content to ensure brand safety, contextual relevance, controlled syndication, and consistent delivery across all devices.  Key YuMe innovations include the first cross–platform ad solution and the ability to serve multiple ad formats and placements through a single, unified system.  YuMe is a privately held company headquartered in Redwood City, CA and backed by Khosla Ventures, Accel Partners, BV Capital and DAG Ventures.

 

For more information, visit YuMe’s website at www.yume.com and the take2video blog at www.yume.com/blog.

BrightRoll, Inc.

Startup/Business

Joined Vator on

Led by a team of Internet advertising veterans and engineers, BrightRoll has served billions of advertisements since we got started. We achieved this growth by enabling agencies and brand advertisers to execute smart video ad campaigns across the industry’s leading publishers, including over half of the top 250 websites in the United States.

Dozens of advertising agencies work with BrightRoll to execute campaigns for their premier brands. By offering full site disclosure, detailed performance reports and flexible targeting, we provide advertisers with the reach, frequency, scalability, and transparency needed to achieve their goals.

Hundreds of branded publishers work with BrightRoll to maximize the value of their online inventory. We are fortunate to work with many of the Internet’s leading branded publishers, including multiple television properties, and most of the leading high-volume video sites.

BrightRoll is headquartered in San Francisco, CA, and has sales offices throughout the United States.