TubeMogul

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TubeMogul
Type Private corporation
Industry Online video advertising
Founded Berkeley (2006 (2006))
Founder(s) Brett Wilson and John Hughes
Headquarters Emeryville, United States
Number of locations Emeryville, Los Angeles, Chicago, New-York, London, Singapore, Tokyo, Sydney, Toronto, Kiev
Employees >200
Website tubemogul.com

TubeMogul is a technology service used by marketing agencies and brands to buy video advertising across multiple inventory sources.[1] The company uses real-time bidding (RTB) to acquire media from biddable marketplaces of inventory like Google’s AdExchange, LiveRail, SpotxChange, Adap.TV, Brightroll BRX, PubMatic, Rubicon, AdMeld and others. Advertisers also utilize TubeMogul to facilitate their direct buys from premium publishers.[2]

History

TubeMogul was founded by John Hughes and Brett Wilson in late 2006 during the second year of their MBA program at the University of California, Berkeley's Haas School of Business, winning seed funding in a pitch contest run by the school.[3]

TubeMogul was initially founded as a video syndication and analytics company. Hughes and Wilson wanted to create a service that tracked trends in videos across the Internet. In 2009, TubeMogul acquired Illumenix, a flash player analytics company started by Jason Lopatecki and Adam Rose. That same year, the company expanded into the realm of paid media with the addition of PlayTime, an online video advertising network.[2][4]

In April 2011, leveraging its experience in real-time analytics and insights, TubeMogul launched its media buying platform for brand advertisers. The platform provides a single solution for real-time media buying, targeting, ad serving, optimization, and measurement.[5]

In May 2013, TubeMogul associated with BrightRoll, Innovid, LiveRail, SpotXchange launched OpenVV an open source viewability solution for measuring ad viewability that is aligned with commonly agreed upon industry standards.[6]

In June 2013, TubeMogul premiered BrandPoint, a powerful new tool that enables brands and agencies to buy digital video advertising on a cost per gross rating point (GRP) basis. Brands and agencies can now plan, execute and measure digital video advertising the same way they do TV.[7][8]

The company has raised $53.2 million in venture capital to date:

  • 2007 – Angel funding from investors including Dave Toth, Dick Costolo, Roger Ehrenberg, Net Service Venture Group, and Bee Partners
  • 2009 – Series A led by Trinity Ventures ($3M) [9]
  • 2010 – Series B led by Foundation Capital ($10M) [10]
  • 2012 - Series C led by North Gate Capital, Trinity Venture, Foundation Capital ($20M) [11]
  • 2012 - Series C led by SingTel, Innov8 ($10M) [12]

References

  1. ↑ MediaPost Omnicom Teams with TubeMogul
  2. ↑ 2.0 2.1 Business Week: Private Company Profile
  3. ↑ Berkeley Business Plan: Past Winners
  4. ↑ TubeMogul Tries Its Hand At Being A Video Ad Network
  5. ↑ TubeMogul Relaunches As A Video Advertising Platform
  6. ↑ "Video Ad Rivals Collaborate On Open-Source Viewability"
  7. ↑ "TubeMogul Launches BrandPoint, the World’s First GRP Planning and Buying Tool for Digital Video"
  8. ↑ "TubeMogul Brings Nielsen GRP Ratings to Video Part of push to equate TV, digital buys"
  9. ↑ TubeMogul Gets $3Ms
  10. ↑ TubeMogul grabs $10M to help advertisers find the right audience
  11. ↑ TubeMogul Gets $20 Million Investment to Expand Reach in Online Video Advertising
  12. ↑ Video Ad Mavens TubeMogul Get $10 Million Funding From Singapore, Expand into China

External links


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