TubeMogul had previously integrated with five major supply sources for display and facilitated several direct premium deals with publishers, so the pipes were in place to support its new display offering.
Wilson added that TubeMogul has progressively seen increases in the number of media companies using its platform in an advertiser capacity, in order to drive tune-in among TV audiences.
Nickelodeon, for instance, used TubeMogul in conjunction with SambaTV to determine that 28% of viewers who tuned in live to the Teen Choice Awards were first exposed to its digital ads.
Analysts asked Wilson to shed more light on recent moves by Google to remove YouTube inventory from the DoubleClick Ad Exchange (AdX). Wilson claims Google’s actions will have little to no impact because less than 5% of advertiser spend went to YouTube to begin with.
“We saw spend on YouTube decreasing gradually because Google didn’t support third-party viewability measurement and [because] YouTube has predominantly been a user-generated supply source for us,” Wilson said.
He called it an “obvious” move by Google to strengthen the buying power of its own bidder, DoubleClick Bid Manager, and claimed it wasn’t paying attention to advertiser needs.
“For advertisers, it’s a wake-up call that the Google Industrial Complex is not looking out for you,” Wilson said earlier. “This is about using the market leverage of YouTube to favor Google’s ad tech stack … since the announcement, we’ve had lots of advertisers reach out to express their displeasure with the move.”
Beyond the AdX fallout, TubeMogul had an otherwise solid quarter: total revenue was up 58% year over year to $45.4 million. Advertiser spend grew 72% to $105 million. It added 30 new Platform Direct (Tube’s self-serve buying tool) clients in the second quarter, closing in at 386 self-serve brand and agency customers.