TubeMogul Debuts Private Exchanges for Online Video
The system gives more control to publishers, and aims to correct problems of scarcity and commoditization.
Launching in private beta, video marketing company TubeMogul is now offering a private exchange product for major media companies. The announcement is an attempt to move the online video ad market forward and correct problems with existing models, such as scarcity of inventory and product commoditization.
The exchanges work with a media company's existing ad server, and allow the publisher to control the marketplace by offering advertisers real-time buying with targeting and optimization. Companies now testing the system will provide feedback to shape the final release.
Publishers can set rules on their inventory such as what data can be used for targeting. They also get granular control over the sale. As an example, TubeMogul says that broadcasters can bundle shows together to give advertisers first-look impression packages at a pre-negotiated price before offering the content to a broader pool of advertisers. They also get the option of setting aside inventory at peak periods, then placing a CPM floor and letting advertisers bid on specific audiences.
"We're making the bet that if we empower publishers, it will result in better inventory access for buyers and ultimately a better advertising experience for advertisers and consumers," says Brett Wilson, CEO and co-founder of TubeMogul.
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