TubeMogul, Emeryville, CA, USA
Company: TubeMogul, Emeryville, CA, USA
Company Description: TubeMogul is an enterprise software company for digital branding. By reducing complexity, improving transparency and leveraging real-time data, our platform enables advertisers to gain greater control of their digital video advertising spend and to achieve their brand advertising objectives. TubeMogul was incorporated in 2007 and headquartered in Emeryville, CA with eight offices worldwide.
Nomination Category: Products & Product Management Categories
Nomination Sub Category: Best New Product or Service of the Year - Media & Entertainment - Service
Nomination Title: TubeMogul - Video Advertising Software Platform
Tell the story about this nominated product or service (up to 525 words). Describe its functions, features, benefits, and performance to date:
TubeMogul simplifies the delivery of video ads and maximizes the impact of every dollar spent.
We do this by integrating the ability to buy video inventory in real-time across all devices, in multiple formats on one platform with ad serving, targeting, optimization and brand measurement. The world’s largest brands and agencies centralize their digital video advertising on TubeMogul’s platform because it enables them to make data-driven decisions that lead to better brand results.
With a singular focus on the buy-side, TubeMogul only partners with premium and transparent inventory sources including direct publishers and private networks. Advertisers only pay when someone chooses to watch their video and we offer 100% transparency which means our customers know exactly which sites their ads are running on, how their ads are performing, if the ads are actually being seen, and who is watching.
Since TubeMogul is a software platform that buys inventory in real-time, there’s no underlying incentive to sell pre-purchased inventory (like how an ad network typically operates) or monetise every impression a publisher makes available (like an exchange). We were the first buy-side platform exclusively for video.
This year, we revamped our software to solve several other problems faced by digital marketers.
When there was no transparency for marketers to know where their ads had really run, we developed site-level reporting to show them, in real-time, where every single impression they paid for ran. After that, there was no way for advertisers to know if their video had actually been seen, so we developed viewability reporting to tell them what they could do about it. (In fact, we co-founded OpenVV - a consortium of companies to make this viewability technology open-source, so that anyone can use and improve it, in order to make the entire industry more accountable).
Beyond that, there hasn’t been a way for brands to reconcile their digital video buy with their TV buy, until now. We built BrandPoint: a tool to plan and measure a digital campaign using TV’s metrics for measuring reach and frequency - gross ratings points, or GRPs. But we weren’t content to just report on audience demographics, so we developed our own proprietary audience segments so brands could actionably increase the amount of desired eyeballs in front of an ad.
Moreover, we wanted to provide insight beyond traditional completion rates and clickthrough rates, so we built BrandSights: a survey tool to measure lift between people who had seen the ad and people who hadn’t.
Still, there often is little faith among premium publishers that programmatic could work for them, so we built BrandAccess: infrastructure for publishers to directly plug into advertisers alongside RTB inventory and let them decide for themselves.
Lastly, we built BrandSafe: technology that scans a webpage for objectionable content before the impression is served, allowing marketers to pick and choose the topics and content they don't want to associate with with the click of a button.
After five years building technology, infrastructure, and partnerships, TubeMogul works directly with global brands like Lenovo, Mondelez, AllState and McDonalds, eliminating the need for advertising agencies. We are the largest buyer of programmatic digital video advertising in the world.
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Provide a brief (up to 125 words) biography about the leader(s) of the team that developed the nominated product or service:
Brett Wilson is the CEO and Co-Founder of TubeMogul. TubeMogul began when Brett won the Berkeley Business Plan Competition at the Haas School of Business in 2007. Under Brett’s leadership, TubeMogul became the first-ever buy-side programmatic video software platform to file an S-1 with the SEC. Brett was a finalist for Ernst and Young’s Entrepreneur of the Year award in 2014, and led the company to finish in the top half the INC 500 Fastest Growing companies list for the second year in a row. He has been profiled in the New York Times and on Bloomberg TV, is a New Ventures Fellow Member, and contributes regularly to business and industry trade publications.