TubeMogul Launches Private Exchanges for Video Advertising

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By reversing the typical private exchange model, TubeMogul addresses a key industry challenge with tools which emphasize quality and exclusivity of scarce inventory.

“We like the way TubeMogul is thinking about how to move the industry forward,” said Bernard Ho, Vice President, Head of Video at IGN Entertainment.

TubeMogul, a brand-focused video marketing company, launched a new private exchange product today for top media companies that want to harness the ability of real-time media buying to increase ad revenues without losing control over pricing or who gets access.

Private exchanges, increasingly common in the display advertising space, are relatively new to video advertising, which has unique challenges. Unlike display, “the vast majority” of pre-roll and in-stream video advertising inventory from elite media companies is “sold out.” This scarcity is a problem for agency trading desks and other buyers of real-time media, who are currently limited to buying remnant (unsold) inventory of varying quality. Exacerbating the problem from the buyer’s perspective, many premium video publishers often restrict access further, holding onto unsold inventory rather than using networks or exchanges in order to protect its value and prevent the commoditization that comes from site-agnostic audience buying.

TubeMogul’s private exchanges, currently in private beta, change the game. Plugging into a media company’s existing ad server, publishers can offer advertising clients the targeting and optimization of real-time media buying in a marketplace they control. At setup, publishers set sophisticated rules on variables like which agencies and trading desks have access, pricing packages, available inventory, what data can be used for targeting and much more. Providing publishers insight into commonly obfuscated insights like bids and performance assists them in monetizing their inventory effectively and serves to correct the imbalance perpetuated by programmatic buying.

“We like the way TubeMogul is thinking about how to move the industry forward,” said Bernard Ho, Vice President, Head of Video at IGN Entertainment. “They understand the video ecosystem and are smartly applying the advancements created for standard display without replicating the downside for publishers.”

Available in a new interface, every aspect of an ad sale is customizable at a granular level, opening up endless monetization possibilities. For instance, broadcasters can bundle shows together to give existing advertisers (i.e. TV buyers) “first-look” impression packages at pre-negotiated prices before selling to a broader pool of advertisers. Or they can set aside some inventory for peak periods like holidays or presidential elections, placing a CPM floor and letting a large pool of advertisers bid against each other to buy specific audiences.

“We’re making the bet that if we empower publishers, it will result in better inventory access for buyers and ultimately a better advertising experience for advertisers and consumers,” said Brett Wilson, CEO and Co-Founder of TubeMogul.

On the demand side, the new product leverages PlayTime, TubeMogul’s existing demand side platform for video advertising, already used globally by hundreds of top agencies, brand advertisers and trading desks. Advertisers invited by a media company to participate in a private exchange will automatically be emailed, and the new inventory will show up seamlessly into their TubeMogul account for immediate planning and buying.

TubeMogul is currently working with several top broadcasters, who are influencing the evolution of the product.

About TubeMogul
TubeMogul is the only video marketing company built for branding. By integrating real-time media buying, ad serving, targeting, optimization and brand measurement into its PlayTime platform, TubeMogul simplifies the delivery of video ads and maximizes the impact of every dollar spent by brand marketers.

The company only partners with premium and transparent inventory sources – including direct publishers and private networks – to deliver video to any audience, in any format, on any device. Advertisers only pay when someone chooses to watch their video and they see exactly which sites their ads ran on, how their ads performed and who watched them. Using PlayTime for video advertising means never having to choose engagement and impact over reach.

Beyond advertising, brand marketers can use TubeMogul’s OneLoad video distribution to seed their content on multiple sites and the company’s InPlay video analytics to measure and compare the performance of their owned, paid and earned video media.

Founded in 2006, TubeMogul is based in Emeryville, CA with offices in New York, London, Chicago and Los Angeles.

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David Burch
TubeMogul, Inc.
(510) 653-0501
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