TubeMogul Sells Video Analytics Unit

Online video advertising tech company Tremor Video has bought the InPlay video analytics business from video buying firm TubeMogul, for an undisclosed sum. By integrating InPlay directly into its VideoHub platform, Tremor promises a complete end-to-end video analytics solution for publishers.

Tremor, which raised $37m in funding earlier this year, had already acquired ScanScout, in November 2010 and mobile ad platform Transpera in February 2011. Its VideoHub division offers an analytics console that helps marketers dynamically match ads with content and viewers.

InPlay provides publishers with real-time engagement, viewership and performance data, and clients of Tremor's VideoHub suite of products will be able to access it via the Hub from later this quarter, gaining access to insights gathered from more than 1 billion video streams.

TubeMogul began as a video measurement company but has changed focus with the launch of what it claims is the industry's first demand-side platform for video advertising. Its clients will still have access to audience, engagement and brand impact data via real-time reporting tools developed for the firm's video advertising platform.

Tremor Video CEO Bill Day says the buy gives his company industry-leading technology and a sound product that meets client demand for a clear picture of how viewers interact with content. He adds: 'By integrating with our existing VideoHub technology, Tremor Video can now offer our partners a view across the entire video landscape.'

According to Brett Wilson, Co-founder and CEO of TubeMogul, 'As we shift our focus from publishers to brand advertisers, this deal helps us align our capabilities with the needs of marketers, while ensuring they get the transparency and reporting they have come to expect.'

Tremor was founded in 2005 and is backed by top-tier investors, including Canaan Partners, Draper Fisher Jurvetson Growth and Time Warner Investments. TubeMogul was founded in 2006 and is based in Emeryville, CA with offices in New York, London, Chicago, Los Angeles, Toronto and Sydney.

Web site: www.tubemogul.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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