TubeMogul Debuts Private Exchanges for Online Video
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.
Related Articles
Addition lets advertisers make apples-to-apples comparisons between TV and online demographic data.
29 Mar 2012
Site filter system uses three steps to show advertisers that ads will play where and how they want.
02 Feb 2012
The company finds 35 percent month-over-month growth in the industry, says TubeMogul's senior director of marketing.
30 Nov 2011
Newspapers are increasing their online video efforts, and viewers are more engaged.
17 Feb 2011
Quarterly report examines the use of online video in the media industry.
14 Sep 2010
New service makes transcoding and delivery free if self-hosting
16 Apr 2010