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TubeMogul Retools as Demand-Side Video Ad Platform

Posted on 4.11.2011

TubeMogul, a tool for online video production, announced today the launch of a brand-focused demand side platform for video advertising. 

According to the announcement, its PlayTime product (which was rolled out last year) provides the benefits of a DSP (targeted, real-time, media buying across multiple inventory sources) and gives video marketers greater reach and transparency. 

TubeMogul aggregates inventory from top publishers, exchanges, ad servers, supply side platforms and other transparent inventory sources to reach 99% of U.S. Internet users, according to comScore. At launch, over 90% of the comScore Top 1000 sites are available to select from. In addition, private exchanges can be built between any agency and publisher directly for sites not generally available. 

In all, TubeMogul clients can bid on over five billion auctions for ad space per day, or over 60,000 auctions per second. To buy at this scale, the company must identify a viewer, choose whether or not to bid, name a price, receive an answer as to whether the auction was won and finally call an ad – all in the milliseconds before a video player or page loads for a viewer. 

The company offers several layers of targeting to reach audiences. At setup, marketers select contextual targeting (i.e. sites, categories, etc.) and geographic regions to narrow in on a specific country or market. From there, marketers can layer on audience data, whether it’s their own or data or from third-party providers like BlueKai, Exelate, Rapleaf and TARGUSinfo. 

TubeMogul will support mobile and social video ads, such as ones people watch in exchange for virtual currency in games. For self-serve advertisers running video ad campaigns through TubeMogul, it will take 10 percent to 15 percent of the advertising budget. For larger ad agencies and trading desks, better deals are negotiable.

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