TubeMogul

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TubeMogul Inc.
Nasdaq: TUBE
IndustryMarketing and Advertising, Advertising Software
Founded2006 (2006)
FounderJohn Hughes and Brett Wilson
Headquarters
Emeryville, CA[1]
,
US
Area served
70+ Countries
Number of employees
~650
Websitewww.tubemogul.com

TubeMogul is an enterprise software company for brand advertising. TubeMogul’s platform streamlines the media planning and buying process across digital channels as well as traditional television, enabling brand marketers to measure reach, frequency and impact of their advertising.[3]

TubeMogul’s programmatic software platform leverages real-time bidding (RTB) technology to help major brands, advertising agencies, trading desks, and publishers scale advertising to global audiences across multiple screens and channels.[4]

While many programmatic advertising software vendors offer solutions for both the buy-side (advertisers) and sell-side (publishers), TubeMogul distinguishes itself as being buy-side only, as it does not own any of its own advertising inventory. The company publicly asserts that, because it represents only the interests of advertisers, it is one of the only "independent" providers of programmatic advertising software.[5]

TubeMogul is headquartered in Emeryville, California and has global offices located in Chicago, Detroit, Kiev, New York, London, Los Angeles, Minneapolis, Paris, São Paulo, Singapore, Shanghai, Sydney, Toronto, and Tokyo.[2]

Financing

TubeMogul received its initial funding after winning the Lester Center’s Business Plan Competition while co-founders John Hughes and Brett Wilson were studying at UC Berkeley’s Haas School of Business in 2007.[6] The company received seed funding from NetService Ventures later that same year.[7][8] They also received angel funding from Roger Ehrenberg of IA Capital in early 2008.[9]

In February 2008, TubeMogul raised $3 million in Series A funding led by Trinity Ventures.[10] In October 2008, they acquired Illuminex, a video analytics company founded by Jason Lopatecki and Adam Rose, for an undisclosed amount.[11][12]

They raised a combined $10 million in their Series B round in March 2009, led by Foundation Capital.[13] In December 2012 the company raised $28 million in the first tranche of its Series C, led by Northgate Capital. The second tranche of the Series C was led by SingTel Innov8, corporate venture capital arm of the SingTel Group, along with Cross Creek Capital, for $10 million dollars in May 2013.[14]

IPO

TubeMogul CEO Brett Wilson rings NASDAQ's opening bell July 18, 2014 on the first morning of the company's public offering.

TubeMogul filed its S-1 form with the SEC on March 26, 2014.[15][16][17] On July 18, 2014 TubeMogul became a publicly traded company. They made 6.3 million shares available to investors at $7 per share to raise a total of $43.8 million in their initial offering.[18][19] TubeMogul became the first, and is currently the only, publicly-traded enterprise software company offering programmatic digital brand advertising. [20]

Company History

2007-2009

TubeMogul was originally founded as a cross-platform online video analytics tool in 2007.[21] Video producers uploaded content through TubeMogul, which would then distribute and track performance across video sharing sites.[22]

2010-2013

In 2010, TubeMogul launched Playtime, an online video ad network, to help advertisers deliver ads to their target audience. Playtime differentiated itself from other online ad networks with its self-service features as well as the level of transparency it provided.[23] In 2011, TubeMogul combined the Playtime ad network with the video syndication platform to become a demand-side platform (DSP) for brand advertisers.[24] TubeMogul’s DSP aggregates multiple inventory sources, including advertising exchanges, supply-side platforms, advertising networks as well as direct relationships with premium publishers, local and national broadcasters, cable networks and multichannel video programming distributors.

In 2012, TubeMogul introduced its BrandSafe technology, which ensured that advertisements did not appear alongside objectionable content or run in ineffectively-small video players.[25] In 2013, TubeMogul launched BrandPoint, which allows marketers to execute digital video buys on a gross rating point (GRP) basis, traditionally used by TV advertisers to measure a campaign’s effectiveness.[26]

2014

TubeMogul became a publicly traded company on July 18, 2014, and is listed with the NASDAQ Global Select Market using the ticker symbol "TUBE" (See § IPO).

In December 2014, TubeMogul released PTV, a Programmatic TV software solution that allows advertisers to plan and execute data-driven local, national, addressable and VOD television media buys.[27]

2015-Present

In November 2015, TubeMogul launched technology enabling cross-screen advertising planning. The software helps marketers understand which media channels to invest in by deduplicating their target audience across traditional TV, social platforms and digital channels. This technique improved upon previous solutions that only allowed advertisers to control reach and frequency across digital-only desktop and mobile devices.[28]

Also in 2015, TubeMogul participated in a third-party assessment of Video Demand Side Platforms conducted by Forrester Research. In the Q4 2015 Wave Report, TubeMogul was named a leader among video advertising demand-side platforms and was also awarded the highest ranking in the “Current Offering” category. The results were based on three key categories: current offering, strategy and market presence. Out of ten companies evaluated, TubeMogul received the highest score in “Planning Capabilities,” achieving 4.60 out of 5 possible points, and 5 out of 5 points in both “TV Campaign Extension” and “Client Satisfaction” categories. [29]

In 2016, TubeMogul announced partnerships and integrations with the social media platforms Facebook, Instagram, Twitter and SnapChat. [30][31][32] TubeMogul received the distinction of being the first video advertising platform awarded a Partner Marketing badge from Facebook [33] and was one of eight advertising partners chosen by Snapchat in their initial monetization release strategy.[34]

Industry Initiatives

Open Video Viewability (OpenVV)

In May 2013, TubeMogul and several other advertising technology vendors formed the Open Video View (OpenVV) consortium to help facilitate the adoption of a viewability standard for online video advertising.[35] OpenVV is an open-source code that provides marketers verification that their ad was actually seen by human eyes and reasons for non-viewability.[36] TubeMogul founded the initiative along with video technology vendors BrightRoll, Innovid, SpotXChange, and LiveRail; current members include Nielsen, comScore, TrustE, and VivaKi.[35]

Fraud/Fake Pre-Roll

In 2012, TubeMogul launched fakepreroll.com to raise awareness about video ads that were shown in inventory normally reserved for display advertisements, oftentimes without the marketer’s knowledge.[37] The site was taken down after several companies sent TubeMogul cease-and-desist orders.

Botnet Detection

In 2014, TubeMogul reported the existence of three botnets, responsible for defrauding advertisers for a potential $10 million each month.[38][39]

IPG Internship

In March 2014, IPG Mediabrands and TubeMogul announced the “Ad-Tech Apprenticeship,” a one-year intensive training program designed to give college graduates a holistic view of the digital advertising industry.[40][41]

Awards

  1. 2009 South by Southwest (SXSW) Best Online Video-Related Technology Winner[42][43][44]
  2. 2009 AlwaysOn OnMedia 100 Award Winner[45]
  3. 2012 AlwaysOn Global 250 Winner[46]
  4. 2013 Inc. Top 100 Advertising and Marketing Companies #29[47]
  5. 2013 Inc. Hire Power Award Top 10 Advertising and Marketing Companies #9[47]
  6. 2013 Lead 411 Tech200 #14[48]
  7. 2013 Deloitte Fast 500 #35[49]
  8. 2013 iMedia Connection ASPY Awards – Winner Best Customer Service Award[50]
  9. 2014 San Francisco Business Times Best Places to Work #35[51]
  10. 2014 The Drum Digital Trading Awards – Winner Advertiser's Choice of Ad technology[52]
  11. 2014 AIMA Awards - Winner Outstanding Technical Achievement for Viewability Reporting and Audit[53]
  12. 2015 Glassdoor – Winner “Best Places to Work” People’s Choice Awards, TubeMogul was ranked 5th for companies with less than 1,000 employees.[54]

See also

References

  1. ^ Cromwell Schubarth (July 9, 2014). "14 Silicon Valley area IPOs are coming — but only 5 are tech companies". Silicon Valley Business Journal.
  2. ^ a b "TubeMogul Locations". TubeMogul. Retrieved 6 July 2016.
  3. ^ "TubeMogul Software". TubeMogul. Retrieved 6 July 2016.
  4. ^ Marc Galens (2 May 2013). "Benefits of RTB for brands". The Drum.
  5. ^ Tobi Elkin (7 March 2016). "TubeMogul Takes Direct Aim At Google In 'Manifesto For Independence'". MediaPost.
  6. ^ Haas School of Business (28 March 2014). "IPO-bound TubeMogul Traces Origins to Berkeley-Haas". Haas School of Business. {{cite web}}: |author= has generic name (help)
  7. ^ Rafat Ali (15 October 2007). "Online Video Analytics Firm TubeMogul Sets Seed Funding". GIGAON.
  8. ^ TubeMogul Inc. (15 October 2007). "TubeMogul Secures Seed Investment from NetService Ventures". PRWeb.
  9. ^ CrunchBase (16 July 2014). "TubeMogul Company Overview". CrunchBase.
  10. ^ Liz Gannes (31 March 2009). "TubeMogul Gets $3M for Video Distribution". GIGAOM.
  11. ^ Chris Albrecht (27 October 2008). "TubeMogul Acquires Illumenix". GIGAOM.
  12. ^ Vasanth Sridharan (28 October 2008). "TubeMogul Buys Flash Analytics Firm Illuminex". Business Insider.
  13. ^ Janko Roettgers (8 October 2010). "TubeMogul Raises $10M For Ads, International Expansion". GIGAOM.
  14. ^ Xconomy (30 May 2013). "TubeMogul Secures $10,000,000 Series C Financing Round". Xconomy.
  15. ^ Eric Deeds, Esq. (1 May 2014). "TubeMogul, Inc". Securities and Exchange Commission.
  16. ^ Ryan Lawler (26 March 2014). "TubeMogul Files For $75M IPO, With $57M In Revenue And A $7M Net Loss For 2013". Tech Crunch.
  17. ^ Renaissance Capital (7 July 2014). "Video ad platform provider TubeMogul sets terms for $75 million IPO". NASDAQ.
  18. ^ Lizette Chapman (18 July 2014). "Trinity Ventures, Foundation Capital Increase Stakes in TubeMogul IPO". Wall Street Journal – Tech.
  19. ^ Myles Udland (18 July 2014). "Video Advertising Company TubeMogul Had A Gigantic First-Day IPO Pop". Business Insider.
  20. ^ Alex Konrad (18 July 2014). "TubeMogul's 50% IPO Jump Looks Great, But It's Actually A Sign Of Ad Tech Struggles". Forbes.
  21. ^ Kristen Nicole (23 July 2007). "TubeMogul Launches Cross-Network Video Tracking Tool". Mashable.
  22. ^ Larry Kless (7 June 2009). "TubeMogul 2.0 democratizes video analytics – Web video distribution and analytics company sets new standard for online viewing metrics". Vator News.
  23. ^ Ryan Lawler (15 March 2010). "TubeMogul's Ad Revenues Already Surpass Analytics Sales". GIGAOM.
  24. ^ Erick Schonfeld (12 April 2011). "TubeMogul Relaunches As A Video Advertising Platform". Tech Crunch.
  25. ^ Ryan Lawler (30 May 2012). "TubeMogul Pitches Brand Safety With PageSafe, A Tool To See Where Ads Really Appear". Tech Crunch.
  26. ^ Mike Shields (25 June 2013). "TubeMogul Is Down With GRPs Video ad buying firm rolls out planning tool BrandPoint". ADWEEK.
  27. ^ Andy Plesser (7 December 2014). "TubeMogul's PTV Brings Programmatic to TV". Huffington Post.
  28. ^ David Burch (6 November 2015). "TubeMogul Launches Industry's First Automated Cross-Screen Planning Software". Global Newswire.
  29. ^ James Nail (30 November 2015). "The Forrester Wave(TM): Video Advertising Demand Side Platforms, Q4 2015". Forrester Research.
  30. ^ Marty Swant (31 March 2016). "TubeMogul Partners With Facebook to Help Brands Extend TV Audience Reach to Digital". AdWeek.
  31. ^ Tim Peterson (2 June 2016). "Twitter's throwing the doors to its pre-roll video ad biz wide open". Marketing Land.
  32. ^ Christopher Heine (13 June 2016). "Snapchat Launches a Colossal Expansion of Its Advertising, Ushering in a New Era for the App". AdWeek.
  33. ^ Marty Swant (31 March 2016). "TubeMogul Partners With Facebook to Help Brands Extend TV Audience Reach to Digital". AdWeek.
  34. ^ Christopher Heine (13 June 2016). "Snapchat Launches a Colossal Expansion of Its Advertising, Ushering in a New Era for the App". AdWeek.
  35. ^ a b David Kaplan (23 May 2013). "Video Ad Rivals Collaborate On Open-Source Viewability". Ad Exchanger.
  36. ^ Vincent Flood (27 February 2014). "VivaKi Becomes First Agency Member to Sign Up to OpenVV Viewability". Video Ad News.
  37. ^ "Fake Pre Roll". www.FakePreRoll.com. 7 May 2012.
  38. ^ Garett Sloane (8 April 2014). "Fraud Alert: Millions of Video Views Faked in Sophisticated New Bot Scam – TubeMogul outs dozens of suspect sites". ADWeek.
  39. ^ Andy Plesser (20 May 2014). "TubeMogul's Brett Wilson is Battling Bots, Non-Human Video Views and Low Ad Rates". Huffington Post.
  40. ^ Erik Oster (6 March 2014). "IPG Mediabrands, TubeMogul Collaborate on Ad-Tech Apprenticeship". Media Bistro.
  41. ^ Tyler Loechner (6 March 2014). "IPG, TubeMogul Team To Offer One-Year Ad Tech Internship". Media Post.
  42. ^ "SXSW Accelerator Alums: Over $587 Million in Funding". SXSW. Retrieved 14 July 2014.
  43. ^ Christina Lavingia (6 March 2014). "How SXSW Made These 5 Struggling Entrepreneurs Into Millionaires". Go Banking Rates. Retrieved 3 December 2013.
  44. ^ "The nominees for the SXSW Accelerator 2014 [infographic]". www.Surfly.com. 28 February 2014.
  45. ^ Otilia Otlacan (27 January 2009). "AlwaysOn Announces OnMedia 100 Award Winners". Ad Ops Online.
  46. ^ Tyler Loechner (12 July 2012). "TubeMogul Recognized as an AlwaysOn Global 250 Winner". Media Post.
  47. ^ a b Inc. "TubeMogul Company Profile". Inc. {{cite web}}: |author= has generic name (help)
  48. ^ Lead 411. "Tech 200 Winners". Lead 411.{{cite web}}: CS1 maint: numeric names: authors list (link)
  49. ^ Deloitte. "Fast 500 Award Winners" (PDF). Deloitte.
  50. ^ iMedia Editors (8 May 2013). "ASPY Awards Honor BuzzFeed, Google, and More". iMedia Connection. {{cite web}}: |author= has generic name (help)
  51. ^ Julia Cooper (18 April 2014). "Best Places to Work in the Bay Area – Midsize Companies". San Francisco Business Times.
  52. ^ The Drum (24 April 2014). "The Drum Digital Trading Awards 2014". The Drum.
  53. ^ Steffan Pedersen (17 November 2014). "Welcome to the Digital South! 2014 AIMA Awards". Atlanta Interactive Marketing Association.
  54. ^ Glassdoor (9 December 2014). "Best Small & Medium Companies to Work For". Glassdoor.
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