Additionally, while smaller customers are growing, some large advertisers weren’t consistent with their investments.
Investors also questioned the impact of Facebook’s LiveRail acquisition and alleged efforts on Google’s part to “push customers to purchase video through [its exchange] AdX.”
Kadambi said YuMe was focused on reaching brands’ digital audiences as a complement to their TV ad buys.
“You need an integrated performance metric and to prove ROI, and to that end we’ve started testing an integration with spot television purchases in linear TV and complement those with digital purchases,” Kadambi said. YuMe also creates a number of interactive ad formats on behalf of brands, such as YuMe’s high-impact Ngage unit, compatible with connected TV devices and mobile devices.
YuMe’s integration focus this year was automated buying platforms for spot TV as well as agency trading desks. YuMe will introduce in the coming year a private marketplace offering for demand partners to access its supply and will complement that with a similar publisher offering, which “will give us a full slate of programmatic offerings,” he explained.
Analysts questioned how streaming video subscription services like Dish’s new video-on-demand service, Sling TV, and the trend toward television unbundling would impact YuMe.
“Our platform supports media from every channel and to us, they’re just aggregations of inventory,” Kadambi said. “The amount of [inventory] available in those environments, I would say, is quite low right now.”