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»TubeMogul

New Chief For Adobe Ad Cloud As TubeMogul Integration Marches On

Adobe has placed a new exec in charge of its advertising cloud. TubeMogul’s longtime CMO and head of strategy, Keith Eadie, now oversees product, engineering and overall go-to-market for Adobe’s media and advertising business. His title is VP and GM of Adobe Advertising Cloud. Meanwhile his predecessor, TubeMogul CEO and founder Brett Wilson, is now... Continue reading »
by Kelly Liyakasa // February 13th, 2018 //
»
A Brief History Of Video Ad Tech M&A – And The Future Of Pure Plays

There’s been no shortage of ad tech M&A lately, and video’s been one of the biggest drivers of deal activity. “Thirty-six months ago, YouTube MCNs [multichannel networks] were the video solution of choice to reach audiences with compelling content,” said Elgin Thompson, managing director for investment bank Digital Capital Advisors. “Now, solutions intended to monetize... Continue reading »
by Kelly Liyakasa // August 25th, 2017 //
»
Tremor Video Sells Its Demand-Side Business To Taptica For $50M

Tremor Video, one of the earliest video ad nets, has sold its demand-side business to the Israeli mobile ad platform Taptica for $50 million, the company revealed Monday. Tremor’s buy-side assets will be housed under an independent business division within Taptica called Tremor Video DSP. All of Tremor’s buy-side employees, led by longtime Tremor exec... Continue reading »
by Kelly Liyakasa // August 7th, 2017 //
»
Google To Support Addressable And Linear TV Ad Buys On DBM

Google is adding advanced TV buying capabilities to its demand-side platform, DoubleClick Bid Manager (DBM). For the first time, Google will connect its ad tech to addressable TV inventory through its broadband and TV service, Google Fiber. Google will also support local market TV buys in DBM through a partnership with WideOrbit, as well as... Continue reading »
by Kelly Liyakasa // April 24th, 2017 //
»
Dr. Pepper Snapple Group Primes A Programmatic In-House Strategy

Until late 2016, Dr. Pepper Snapple Group had partnered with an agency to manage most of its programmatic and data capabilities. But like many marketers, the beverage brand sees value in making media its own remit. “It made more sense to pull that in-house so we’d have more transparency into how everything was working, what... Continue reading »
by Kelly Liyakasa // March 23rd, 2017 //
»
Adobe Takes Aim At Google And Other Marketing Clouds And TV Is Its Main Weapon

Adobe has rolled out an Advertising Cloud, a merger between its Adobe Media Optimizer products and the acquisition of video DSP TubeMogul, the company revealed Tuesday at the Adobe Summit in Las Vegas. Adobe Media Optimizer previously was housed under the Adobe Marketing Cloud and consisted mostly of search, dynamic creative and somewhat limited display... Continue reading »
by Kelly Liyakasa // March 21st, 2017 //
»
Is Header Bidding A Frankenstein’s Monster For Buyers?

“The Sell Sider” is a column written by the sell side of the digital media community. Today's column is written by Chris Bell, senior director of product, inventory, at TubeMogul. Dr. Frankenstein meant well. We all know the story: The young doctor discovers a secret technique to animate the lifeless. However, the creature built by... Continue reading »
by AdExchanger // December 16th, 2016 //
»
Adobe Doubles Down On Yield Management For TV Publishers

Adobe made a big upgrade to its multidevice ad-delivery system Adobe Primetime on Wednesday. The platform, TV Media Management, improves the way Primetime users package and price TV audiences and content. “TV Media Management allows you to see where there may be contention for impressions if certain TV deals close and the best place to... Continue reading »
by Kelly Liyakasa // December 14th, 2016 //
»
Turn Lands Google And AppNexus Vet Lauren Nemeth As CRO

Lauren Nemeth, former head of sales for AppNexus, has joined Turn as chief revenue officer. She arrives from a stint at Pinterest-owned mobile search engine URX, and will oversee sales, client services and consulting. Prior to her role at AppNexus, she helped build Google’s programmatic business alongside Bruce Falck, Turn’s CEO. “We’re selling a complicated,... Continue reading »
by Kelly Liyakasa // December 1st, 2016 //
»
How Multiple Suitors Courted TubeMogul

Adobe might have won TubeMogul’s hand in marriage, but there were several other strategic acquirers involved in the courtship. According to a US Securities and Exchange Commission (SEC) filing dated Nov. 18, TubeMogul’s sales process really began last November. Up until the time Adobe agreed to acquire the DSP in mid-November, 16 entities – including... Continue reading »
by Kelly Liyakasa // November 29th, 2016 //
»
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