TubeMogul explained

TubeMogul Inc.
Type:Subsidiary
Traded As:NASDAQ:
Industry:Marketing and Advertising
Advertising Software
Founders:John Hughes and Brett Wilson
Location City:Emeryville, CA
Location Country:US[1]
Num Locations:16 (global offices)[2]
Area Served:70+ Countries
Revenue:$180.7 million (2015)
Parent:Adobe Systems
Num Employees:577 (2015)[3]

TubeMogul is an enterprise software company for brand advertising.[4]

TubeMogul is headquartered in Emeryville, California and has global offices located in Chengdu (China), Chicago, Detroit, Kyiv, New York, London, Los Angeles, Minneapolis, Paris, São Paulo, Singapore, Shanghai, Sydney, Toronto, and Tokyo.

In November 2016, Adobe Systems Incorporated announced an agreement to acquire TubeMogul.[5] [6]

Company history

2007–2009

TubeMogul was founded by Brett Wilson and John Hughes while enrolled as MBA students at the University of California Berkeley's Haas School of Business.[7] In 2007, the TubeMogul team led by Wilson and Hughes won the Haas Business Plan Competition, which provided seed money enabling the development and launch of the product. In its original conception, TubeMogul was a cross-platform online video analytics tool in 2007.[8] Video producers uploaded content through TubeMogul, which would then distribute and track performance across video sharing sites.[9]

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.[10] In 2011, TubeMogul combined the Playtime ad network with the video syndication platform to become a demand-side platform (DSP) for brand advertisers.[11] 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.[12] 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.[13] In March 2016, TubeMogul partnered with Facebook to reach TV audiences via Nielsen data.[14] [15]

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).

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.[16]

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.[17]

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.[18]

In 2016, TubeMogul announced partnerships and integrations with the social media platforms Facebook, Instagram, Twitter and SnapChat.[19] [20] [21] TubeMogul received the distinction of being the first video advertising platform awarded a Partner Marketing badge from Facebook [19] and was one of eight advertising partners chosen by Snapchat in their initial monetization release strategy.[21]

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.[22] The company received seed funding from NetService Ventures later that same year.[23] [24]

In February 2008, TubeMogul raised $3 million in Series A funding led by Trinity Ventures.[25] In October 2008, they acquired Illuminex, a video analytics company founded by Jason Lopatecki and Adam Rose, for an undisclosed amount.[26] [27]

They raised a combined $10 million in their Series B round in March 2009, led by Foundation Capital.[28] 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 in May 2013.[29]

IPO

TubeMogul filed its S-1 form with the SEC on March 26, 2014.[30] [31] [32] 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.[33] [34]

Adobe acquisition

In November 2016, Adobe Systems Incorporated announced an agreement to acquire TubeMogul for $14 per share, or approximately $540 million, in cash.[5] [6] The deal is expected to close in Adobe's first quarter of 2017.[35]

Industry initiatives

Non-Human Traffic Credit Program

In February 2016, TubeMogul announced the development of a new anti-ad fraud initiative called the Non-Human Traffic Credit Program. Effective April 2016, the company will automatically refund clients whose ads were served to non-human traffic, also known as bots. TubeMogul partnered with ad fraud detection company White Ops, which will apply its verification technology across every video ad bought through TubeMogul's Open RTB platform. The service is available to all clients who have a master service agreement with TubeMogul.[36] [37]

Independence Matters

In March 2016, TubeMogul launched an advertising campaign alleging Google's dual position as both media owner as well as buying platform creates inherent conflicts of interests for marketers. [38] [39] TubeMogul claims that "Google has made a conscious decision to wall itself off from the rest of the industry." The campaign hints at Google's move to restrict third-party companies from buying YouTube ads via the DoubleClick Ad Exchange.[40]

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.[41] OpenVV is an open-source code that provides marketers verification that their ad was actually seen by human eyes and reasons for non-viewability.[42] TubeMogul founded the initiative along with video technology vendors BrightRoll, Innovid, SpotXChange, and LiveRail; current members include Nielsen, comScore, TrustE, and VivaKi.[41]

In June 2015, the IAB Tech Lab took over management of the OpenVV initiative as they continued to ramp up efforts in creating a common, scalable and interoperable technical solution to effectively measure viewability for video. The transfer of management for OpenVV marked the first industry initiative to be on-boarded into the IAB Tech Lab, a nonprofit research and development organization charged with producing and helping companies implement global industry technical standards and solutions.[43]

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.[44] 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.[45] [46]

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.[47] [48]

Awards

  1. 2009 South by Southwest (SXSW) Best Online Video-Related Technology Winner[49] [50] [51]
  2. 2009 AlwaysOn OnMedia 100 Award Winner[52]
  3. 2012 AlwaysOn Global 250 Winner[53]
  4. 2013 Inc. Top 100 Advertising and Marketing Companies #29[54]
  5. 2013 Inc. Hire Power Award Top 10 Advertising and Marketing Companies #9[54]
  6. 2013 Lead 411 Tech200 #14[55]
  7. 2013 Deloitte Fast 500 #35[56]
  8. 2013 iMedia Connection ASPY Awards – Winner Best Customer Service Award[57]
  9. 2014 San Francisco Business Times Best Places to Work #35[58]
  10. 2014 The Drum Digital Trading Awards – Winner Advertiser's Choice of Ad technology[59]
  11. 2014 AIMA Awards – Winner Outstanding Technical Achievement for Viewability Reporting and Audit[60]
  12. 2015 Glassdoor – Winner "Best Places to Work" People's Choice Awards, TubeMogul was ranked 5th for companies with less than 1,000 employees.[61]
  13. 2015 iMedia ASPY Awards – Best Video Partner[62]
  14. 2015 The Drum Digital Trading Awards – Winner Most Effective Programmatic Media Partnership.[63]
  15. 2016 iMedia ASPY Awards – Best Video Partner[64]
  16. 2016 The Drum Digital Trading Awards – Winner Most Effective Programmatic Media Partnership.[65]
  17. 2016 Fortune Great Places to Work – Winner "Top 100 Places to Work for Millennials"[66]
  18. 2016 Digiday Video Awards – Winner Best Video Advertising Partners.[67]

Open source contributions

TubeMogul is both a consumer of and contributor to free and open source software.[68] TubeMogul's contributions include a list of Puppet Modules released on the Puppet Forge,[69] [70] [71] and OpenVV.[72] [73]

TubeMogul also contributes to an Engineering Blog, other open source projects on GitHub,[74] meetup,[75] [76] and public talk at conferences like Velocity,[77] USENIX LISA,[78] [79] SRECon,[80] SuiteWorld,[81] Puppet Camp,[82] OpenStack Summit,[83] Nagios World.[84] [85]

TubeMogul has adopted successfully a private cloud strategy while going through hyper-growth and leveraging the open source project OpenStack. The solution is now providing the base of the Adobe Advertising Cloud.[86]

See also

Notes and References

  1. News: 14 Silicon Valley area IPOs are coming — but only 5 are tech companies . Cromwell Schubarth . Silicon Valley Business Journal . July 9, 2014 .
  2. Web site: TubeMogul Locations . TubeMogul . 6 July 2016.
  3. Web site: TubeMogul . /www.inc.com.
  4. Web site: TubeMogul Software. TubeMogul. 6 July 2016.
  5. Web site: Adobe Furthers Marketing Software Ambitions with TubeMogul Acquisition. The Wall Street Journal . Jack Marshall . 10 November 2016.
  6. Web site: Adobe To Acquire Video DSP TubeMogul For $540M. AdExchanger . Kelly Liyakasa. 10 November 2016.
  7. Web site: TubeMogul – Guiding Principles. TubeMogul. 22 August 2016.
  8. Web site: TubeMogul Launches Cross-Network Video Tracking Tool. Mashable. Kristen Nicole. 23 July 2007.
  9. Web site: TubeMogul 2.0 democratizes video analytics – Web video distribution and analytics company sets new standard for online viewing metrics. Vator News. Larry Kless. 7 June 2009.
  10. Web site: TubeMogul's Ad Revenues Already Surpass Analytics Sales. GIGAOM. Ryan Lawler. 15 March 2010.
  11. Web site: TubeMogul Relaunches As A Video Advertising Platform. Tech Crunch. Erick Schonfeld. 12 April 2011.
  12. Web site: TubeMogul Pitches Brand Safety With PageSafe, A Tool To See Where Ads Really Appear. Tech Crunch. Ryan Lawler. 30 May 2012.
  13. Web site: TubeMogul Is Down With GRPs Video ad buying firm rolls out planning tool BrandPoint. ADWEEK. Mike Shields. 25 June 2013.
  14. News: TubeMogul to reach TV audiences on Facebook via Nielsen data. Marketing Dive. 2018-06-05. en-US.
  15. News: TubeMogul Partners With Facebook to Help Brands Extend TV Audience Reach to Digital. 2018-06-05. en-US.
  16. News: TubeMogul's PTV Brings Programmatic to TV. Huffington Post. Andy Plesser. 7 December 2014.
  17. TubeMogul Launches Industry's First Automated Cross-Screen Planning Software. Global Newswire. David Burch. 6 November 2015.
  18. Web site: The Forrester Wave(TM): Video Advertising Demand Side Platforms, Q4 2015. Forrester Research. James Nail. 30 November 2015.
  19. TubeMogul Partners With Facebook to Help Brands Extend TV Audience Reach to Digital. AdWeek. Marty Swant. 31 March 2016.
  20. Web site: Twitter's throwing the doors to its pre-roll video ad biz wide open. Marketing Land. Tim Peterson. 2 June 2016.
  21. Snapchat Launches a Colossal Expansion of Its Advertising, Ushering in a New Era for the App. AdWeek. Christopher Heine. 13 June 2016.
  22. Web site: IPO-bound TubeMogul Traces Origins to Berkeley-Haas . Haas School of Business. Haas School of Business. 28 March 2014.
  23. Web site: Online Video Analytics Firm TubeMogul Sets Seed Funding. GIGAON. Rafat Ali. 15 October 2007.
  24. Web site: TubeMogul Secures Seed Investment from NetService Ventures. https://archive.today/20140726221837/http://www.prweb.com/releases/2007/10/prweb560976.html. dead. July 26, 2014. PRWeb. TubeMogul Inc.. 15 October 2007.
  25. Web site: TubeMogul Gets $3M for Video Distribution. GIGAOM. Liz Gannes. 31 March 2009.
  26. Web site: TubeMogul Acquires Illumenix. GIGAOM. Chris Albrecht. 27 October 2008.
  27. Web site: TubeMogul Buys Flash Analytics Firm Illuminex. Business Insider. Vasanth Sridharan. 28 October 2008.
  28. Web site: TubeMogul Raises $10M For Ads, International Expansion. GIGAOM. Janko Roettgers. 8 October 2010.
  29. Web site: TubeMogul Secures $10,000,000 Series C Financing Round. Xconomy. Xconomy. 30 May 2013.
  30. Web site: TubeMogul, Inc.. Securities and Exchange Commission. Eric Deeds, Esq.. 1 May 2014.
  31. Web site: TubeMogul Files For $75M IPO, With $57M In Revenue And A $7M Net Loss For 2013. Tech Crunch. Ryan Lawler. 26 March 2014.
  32. Web site: Video ad platform provider TubeMogul sets terms for $75 million IPO. NASDAQ. Renaissance Capital. 7 July 2014.
  33. Web site: Trinity Ventures, Foundation Capital Increase Stakes in TubeMogul IPO. Wall Street Journal – Tech . Lizette Chapman. 18 July 2014.
  34. Web site: Video Advertising Company TubeMogul Had A Gigantic First-Day IPO Pop. Business Insider. Myles Udland. 18 July 2014.
  35. Web site: Adobe acquires video ad company TubeMogul for $540M. TechCrunch . Anthony Ha . 10 November 2016.
  36. Web site: Ad tech company TubeMogul will refund advertisers every time it accidentally serves an ad to a bot. Business Insider. Lara O'Reilly. 29 Feb 2016.
  37. Web site: TubeMogul will refund clients for traffic identified as fraudulent. Marketing Mag. Tate Papworth. 1 March 2016.
  38. Web site: Ad tech company TubeMogul is launching an ad campaign that alleges Google has 'conflicts of interest' and 'walled gardens'. Business Insider. Lara O'Reilly. 7 March 2016.
  39. Web site: A Manifesto For Independence. TubeMogul. TubeMogul. 7 March 2016.
  40. Web site: Google attacked for creating 'walled gardens' in TubeMogul campaign. The Drum. Rebecca Stewart. 7 March 2016.
  41. Web site: Video Ad Rivals Collaborate On Open-Source Viewability. Ad Exchanger. David Kaplan. 23 May 2013.
  42. Web site: VivaKi Becomes First Agency Member to Sign Up to OpenVV Viewability. Video Ad News. Vincent Flood. 27 February 2014.
  43. Web site: IAB Tech Lab Takes Over Management of 'Open Video Viewability' Initiative, Originally Founded by TubeMogul, Brightroll, Innovid, Liverail & SpotXChange. iab.. Laura Goldberg. 8 June 2015.
  44. Web site: Fake Pre Roll. www.FakePreRoll.com. 7 May 2012.
  45. Web site: Fraud Alert: Millions of Video Views Faked in Sophisticated New Bot Scam – TubeMogul outs dozens of suspect sites. ADWeek. Garett Sloane. 8 April 2014.
  46. News: TubeMogul's Brett Wilson is Battling Bots, Non-Human Video Views and Low Ad Rates. Huffington Post. Andy Plesser. 20 May 2014.
  47. Web site: IPG Mediabrands, TubeMogul Collaborate on Ad-Tech Apprenticeship. Media Bistro. Erik Oster . 6 March 2014.
  48. Web site: IPG, TubeMogul Team To Offer One-Year Ad Tech Internship. Media Post. Tyler Loechner. 6 March 2014.
  49. Web site: SXSW Accelerator Alums: Over $587 Million in Funding. SXSW. 14 July 2014.
  50. Web site: How SXSW Made These 5 Struggling Entrepreneurs Into Millionaires. Go Banking Rates . Christina Lavingia. 6 March 2014. 3 December 2013.
  51. Web site: The nominees for the SXSW Accelerator 2014 [infographic]]. www.Surfly.com. 28 February 2014.
  52. Web site: AlwaysOn Announces OnMedia 100 Award Winners. Ad Ops Online. Otilia Otlacan. 27 January 2009.
  53. Web site: TubeMogul Recognized as an AlwaysOn Global 250 Winner. Media Post. Tyler Loechner. 12 July 2012.
  54. TubeMogul Company Profile. Inc.. Inc..
  55. Web site: Tech 200 Winners. Lead 411. Lead 411.
  56. Web site: Fast 500 Award Winners. Deloitte. Deloitte.
  57. Web site: ASPY Awards Honor BuzzFeed, Google, and More. iMedia Connection. iMedia Editors . 8 May 2013.
  58. News: Best Places to Work in the Bay Area – Midsize Companies. San Francisco Business Times. Julia Cooper. 18 April 2014.
  59. Web site: The Drum Digital Trading Awards 2014 . The Drum. The Drum. 24 April 2014.
  60. Web site: Welcome to the Digital South! 2014 AIMA Awards. 17 November 2014. Atlanta Interactive Marketing Association. Steffan Pedersen.
  61. Web site: Best Small & Medium Companies to Work For . Glassdoor. Glassdoor. 9 December 2014.
  62. Web site: 2015 ASPY Award winners unveiled. iMEDIA. iMEDIA Editors. 7 May 2015.
  63. Web site: The Drum Digital Trading Awards – 2015 Winners. The Drum. Katy Thomson. 4 May 2016.
  64. Web site: Presenting the 2016 iMedia ASPY award winners. iMEDIA. iMEDIA. 3 May 2016.
  65. Web site: The Drum Digital Trading Awards – 2016 Winners. The Drum. Katy Thomson. 4 May 2016.
  66. 100 BEST WORKPLACES FOR MILLENNIALS. Fortune. Fortune. 28 June 2016.
  67. 2016 Digiday Video Awards. Digiday. Digiday. Digiday. 20 January 2016.
  68. Web site: TubeMogul OpenSource Contributions on Github.io.
  69. Web site: TubeMogul on Puppet Forge.
  70. Web site: Curating ElasticSearch Indices with TubeMogul Curator Puppet Module. TubeMogul. Nicolas Brousse. 2 March 2016. https://web.archive.org/web/20161019002039/https://www.tubemogul.com/engineering/curating-elasticsearch-indices-with-tubemogul-curator-puppet-module/. 19 October 2016. live.
  71. Web site: TubeMogul Open Sources its Aerospike Puppet Module. TubeMogul. Nicolas Brousse. 25 February 2016. https://web.archive.org/web/20161019002855/https://www.tubemogul.com/engineering/tubemogul-open-sources-its-aerospike-puppet-module/. 19 October 2016. live.
  72. Web site: TubeMogul, BrightRoll, Innovid, LiveRail and SpotXchange are the first participants in an industry-wide effort to develop open source tools for measurement of online video viewability. 23 May 2013.
  73. Web site: IAB Takes Over Open Video View Initiative, The 'Standard Before The MRC Standard'. AdExchanger. 8 June 2015.
  74. Web site: TubeMogul Github repositories. .
  75. Web site: Geeks Who Love Music Of East Bay. TubeMogul.
  76. Web site: Bay Area Stream Processing. TubeMogul.
  77. Web site: Look back, look now, see forward. Oreilly. 22 June 2016.
  78. Web site: How TubeMogul Handles over a Trillion HTTP Requests a Month. TubeMogul. Nicolas Brousse. 12 November 2015.
  79. Web site: Scaling on EC2 in a Fast-Paced Environment. TubeMogul. Nicolas Brousse. 8 December 2011. https://web.archive.org/web/20161018210709/https://www.usenix.org/legacy/events/lisa11/tech/full_papers/Brousse.pdf. 18 October 2016. live.
  80. Web site: Moving Large Workload from a Public Cloud to an OpenStack Private Cloud: Is It Really Worth It?. TubeMogul. Nicolas Brousse. 7 April 2016.
  81. Web site: Mega Volume: How TubeMogul Leverages NetSuite. TubeMogul. Nicolas Brousse. 22 June 2016. https://web.archive.org/web/20161018200951/https://suiteworld.lanyonevents.com/2016/connect/sessionDetail.ww?SESSION_ID=1572. 18 October 2016. live.
  82. Web site: How TubeMogul Reached 10,000 Puppet Deployment in One Year. TubeMogul. Nicolas Brousse, Julien Fabre. 26 May 2015.
  83. Web site: Building a Private Cloud to Efficiently Handle 40 Billion Requests a Day. TubeMogul. Nicolas Brousse. 25 January 2016. https://web.archive.org/web/20161019001657/https://www.tubemogul.com/engineering/building-a-private-cloud-to-efficiently-handle-40-billion-requests-a-day/. 19 October 2016. live.
  84. Web site: Monitoring a Cloud Infrastructure in a Multi-Region Topology. Nicolas Brousse. TubeMogul. 29 September 2011.
  85. Web site: Optimizing your Monitoring and Trending tools for the Cloud. TubeMogul. Nicolas Brousse. 28 September 2012. https://web.archive.org/web/20130116043011/http://assets.nagios.com/presentations/nwcna2012/Nicolas_Brousse_Optimizing_your_Monitoring_and_Trending_tools_for_the_Cloud.pdf. 16 January 2013. live.
  86. Web site: The Five Steps to Building a Successful Private Cloud. Nicolas Brousse. InfoQ. 25 September 2017. https://web.archive.org/web/20170925230221/https://www.infoq.com/articles/successful-private-cloud. 25 September 2017. live.

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