Videoplaza and TubeMogul Announce Programmatic Ad Marketplace
Two substantial players—Videoplaza, the ad management company acquired by Ooyala in October 2014, and online video media buying platform TubeMogul—announced today that they're partnering to create a programmatic ad marketplace for premium video. The combined solution pairs TubeMogul's buying platform with Videoplaza's Konnect sell-side programmatic solution. Brands and agencies will be able to use TubeMogul software to reach Videoplaza's portfolio of premium inventory.
The companies note that programmatic digital video ad buying is predicted to triple in 2015 (according to eMarketer), and they hope to speed the shift of TV ad budgets to digital. Through the partnership, TubeMogul's clients have the option of buying inventory directly or through private networks.
"Our new integration with TubeMogul allows our premium publishers to have access to brand and agency programmatic budgets with a single click. Most importantly, our clients receive transparent information on who is buying their inventory and how they are valuing it, which helps them better understand the potential of these new programmatic relationships, and further optimize their business,” said Maria Flores, Ooyala's vice president of programmatic. "We are very excited about bringing this new world of opportunities to our clients, and doing that through a partner that is completely aligned with our values of quality and transparency."
The combined independent solution will let agencies and brands buy targeted ad placement across desktop, mobile and television.
Thanks to its advanced demographic targeting and scarcity, programmatic advertising on premium video is attracting buyers.
Thanks to a December surge, mobile plays reach their highest share yet. Ad completion rates are high across all devices.
Fresh off its acquisition by Telstra, Ooyala is buying a European ad manager in a bid to lead the way in personalized video.
Big money public offerings and acquisitions continue to dominate the online video ad market, with TubeMogul the latest.