-->
Save your FREE seat for Streaming Media Connect in November. Register Now!

TubeMogul Debuts Private Exchanges for Online Video

Article Featured Image

Launching in private beta, video marketing company TubeMogul is now offering a private exchange product for major media companies. The announcement is an attempt to move the online video ad market forward and correct problems with existing models, such as scarcity of inventory and product commoditization.

The exchanges work with a media company's existing ad server, and allow the publisher to control the marketplace by offering advertisers real-time buying with targeting and optimization. Companies now testing the system will provide feedback to shape the final release.

Publishers can set rules on their inventory such as what data can be used for targeting. They also get granular control over the sale. As an example, TubeMogul says that broadcasters can bundle shows together to give advertisers first-look impression packages at a pre-negotiated price before offering the content to a broader pool of advertisers. They also get the option of setting aside inventory at peak periods, then placing a CPM floor and letting advertisers bid on 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," says Brett Wilson, CEO and co-founder of TubeMogul.

Streaming Covers
Free
for qualified subscribers
Subscribe Now Current Issue Past Issues
Related Articles

TubeMogul Offers Nielsen Data to Brand Marketers

Addition lets advertisers make apples-to-apples comparisons between TV and online demographic data.

TubeMogul Announces BrandSafe, Protects Brand Image

Site filter system uses three steps to show advertisers that ads will play where and how they want.

TubeMogul: Pre-roll Video Ad Sales on Exchanges Are Booming

The company finds 35 percent month-over-month growth in the industry, says TubeMogul's senior director of marketing.

Brightcove and TubeMogul Release Q4 Online Video Report

Newspapers are increasing their online video efforts, and viewers are more engaged.

Brightcove and TubeMogul Look at the State of Online Video

Quarterly report examines the use of online video in the media industry.

TubeMogul Announces Destinations Delivery System

New service makes transcoding and delivery free if self-hosting