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Affine Systems and TubeMogul Offer Media Buyers Total Visibility Into the Online Video Stream

Affine Systems and TubeMogul Offer Media Buyers Total Visibility Into the Online Video Stream Partnership Significantly Increases Contextual Targeting Available for Real-Time Media Buying

SAN FRANCISCO, CA(09 Aug 2011)

Affine, a leading provider of contextual targeting data for online video ad buying, today announced a partnership with TubeMogul, a brand-focused demand side platform for video advertising, to significantly increase the amount of online video classification available to media buyers. Clients of TubeMogul's platform can now leverage the Affine Contextual Targeting Platform to target brand-safe content categorized by Affine's proprietary technology.

"As people begin to move away from traditional television programming and turn to online videos for entertainment, media buyers must also make the shift or risk losing crucial audience share," said Mike Sullivan, CEO and co-founder at Affine Systems. "TubeMogul is enabling trading desks and agencies to buy across billions of daily impressions, and Affine's targeting platform will help them gain additional insight into each video stream."

The partnership will increase Affine's purview into a larger amount of online video content, enhancing their data and capabilities further. TubeMogul customers will have access to the Affine Contextual Targeting Platform, which accurately determines the content in videos and provides another targeting layer by using in-depth categorization to allow them to see the exact video content they are running ads on. Coupled with TubeMogul's existing targeting -- which spans audience segments, context (i.e. sites, categories, etc.), city-level geography, demographics and much more -- media buyers have a wealth of tools at their disposal to reach their target audience.

"We've always been dedicated to giving media buyers complete control over exactly where their ads run and what audiences see them," said Amy Richards, chief marketing officer at TubeMogul. "Partnering with Affine is a natural fit, giving our clients another layer of safety."

About Affine Affine delivers the first and only contextual targeting platform for online video advertising. Affine's technology provides unparalleled, in-stream visibility, giving brands, agencies, publishers and networks "TV-like" clarity and control over where ads appear. The company's broad partner network provides access to more than 85 percent of online video impressions. Affine is based in San Francisco and has multiple patents pending. The company is funded by Highland Capital Partners and Crosslink Capital. For more information, visit

About TubeMogul TubeMogul is the only video marketing company built for branding. By integrating real-time media buying, ad serving, targeting, optimization and brand measurement into its PlayTime platform, TubeMogul simplifies the delivery of video ads and maximizes the impact of every dollar spent by brand marketers.

The company only partners with premium and transparent inventory sources -- including direct publishers and private networks -- to deliver video to any audience, in any format, on any device. Advertisers only pay when someone chooses to watch their video and they see exactly which sites their ads ran on, how their ads performed and who watched them. Using PlayTime for video advertising means never having to choose engagement and impact over reach.

Beyond advertising, brand marketers can use TubeMogul's OneLoad video distribution to seed their content on multiple sites and the company's InPlay video analytics to measure and compare the performance of their owned, paid and earned video media.

Founded in 2006, TubeMogul is based in Emeryville, CA with offices in New York, London, Chicago and Los Angeles.