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Tremor Buys InPlay Technology from TubeMogul

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Online video ad agency Tremor Video has purchased InPlay from TubeMogul. InPlay offers engagement, viewing, and performance analytics to publishers.

Tremor plans on integrating InPlay into VideoHub, its platform for enterprise video. This will give publishers a complete end-to-end solution, says Tremor, noting that InPlay will help them understand real-time engagement, viewership, and performance data.

The sale comes from TubeMogul shifting its focus in 2011 after launching its PlayTime DSP (demand side platform). TubeMogul is selling off its publisher analytics, but keeping its real-time reporting tools.

Tremor didn't disclose the amount paid for InPlay, but said that it will be integrated into its VideoHub for Publishers offering and available to clients in the first quarter of 2012.

"Publishers are demanding an analytics suite that provides a clear picture of how viewers are interacting with content in order to determine what creates the most value for advertisers," says Bill Day, CEO of Tremor Video. "InPlay gives us industry-leading technology and a sound product that meets this market demand. By integrating with our existing VideoHub technology, Tremor Video can now offer our partners a view across the entire video landscape."

Tremor purchased ScanScout in November, 2010, and Transpera in February, 2011.

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