Video is a big part of the programmatic ad discussion taking place at New York’s Advertising Week. A recent look at the landscape by Jeffries & Co. finds that early players like Tremor and YuMe have certain advantages in the short term. But the time is nearing when the majority of video advertising will be […]
The open-source collaboration formed by video demand-side platform TubeMogul last spring to promote an industrywide standard for viewability keeps adding members, but the group is still grasping at definitions that all its members can agree on. In the meantime, a number of key video ad-tech players, namely Tremor Video and YuMe, remain committed to developing […]
Viewability has been a trending topic in the online ad space this year, particularly as brand marketers and large publishers vent their ever-present impatience with the lack of metrics for advertising that’s more about creating affinity than direct-response clicks and conversions. In April, Google’s viewable-impression metric, Active View, got the approval of the Media Ratings […]
Many video ad technology players have a sell-side component — think Tremor Video, YuMe, Videology, BrightRoll, SpotXchange and Adap.tv. TubeMogul is one of the few with an exclusive focus on the buy side. TubeMogul has staked its claim as a video demand-side platform, and as such its relationship is chiefly with the agency, not the […]
At a time when most of the established video-ad players are looking to serve as marketplaces catering to both buyers and sellers, LiveRail is strictly focused on publishers. The 6-year-old company, which began life as yield optimizer for publisher video inventory, now offers a broader set of supply-side platform tools. Sixty percent of the 4 […]
Some might view the timing of Tremor Video’s May S-1 filing with the SEC in preparation for its IPO as sign of a “video ad bubble,” but Michael Pachter, managing director of equity research for Wedbush Securities, warns that a public offering generally says more about the individual company than a particular industry segment, like […]
TubeMogul has raised a $10 million third round of funding to help promote the online video demand-side platform and analytics company’s expansion into Asia. See the release. The funding comes amid a flurry of activity in the online video space, including Tremor Video’s IPO filing and yesterday’s $60 million financing raised by Videology. In the […]
You know viewability is a big deal when rivals in a given space band together to promote a new open source standard around it. That’s what’s happening in online video as TubeMogul organizes a group of fellow video ad tech vendors including BrightRoll, Innovid, LiveRail and SpotXchange to support OpenVV (or Open VideoView), a viewability […]
Analysts expect real-time bidding to account for between 25% and 50% of total display ad spend by 2015. Meanwhile the video RTB space is growing at an even faster clip, but not accounting for as much media investment — yet. “We do see RTB in video but it is still early, for everyone from ad […]
Online video ad platform TubeMogul is expanding into Canada, as spending on streams continues its years-long double-digit gains. Still, the space is still held back by a lack of standard measurements. The online video ad dollars being funneled through real-time bidding platforms remains a relative drop in the overall $30 billion dollar U.S. digital ad […]
