TubeMogul is a technology service used by marketing agencies and brands to buy video advertising across multiple inventory sources. 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.

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

Haas School of Business

The Walter A. Haas School of Business, also known as the Haas School of Business or simply Haas, is one of 14 schools and colleges at the University of California, Berkeley....

, winning seed funding in a pitch contest run by the school.

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

Video advertising

The term video advertising could encompass online display adverts such as MPU’s that have video within them, but it is generally accepted that it refers to advertising that occurs on Internet television...

 network.

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.

The company has raised $17 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 – Round A led by Trinity Ventures ($3M)
• 2010 – Round B led by Foundation Capital ($10M)

External links

• "TubeMogul's video analytics drive clients' ad campaigns" from San Francisco Business Times
• "TubeMogul Preps Video Metrics Tool" from Adweek
  Adweek
  Adweek is a weekly American advertising trade publication that was first published in 1978....
  
  
• "TubeMogul Helps Get The Word Out" from PC Magazine
  PC Magazine
  PC Magazine is a computer magazine published by Ziff Davis Publishing Holdings Inc. A print edition was published from 1982 to January 2009...
  
  
• "TubeMogul Tries Its Hand At Being A Video Ad Network" from Business Insider
  Business Insider
  Business Insider is a U.S. business/entertainment news website launched in February 2009. Founded by DoubleClick Founder and former C.E.O. Kevin P. Ryan it is the overarching brand beneath which fall the Silicon Alley Insider and Clusterstock verticals...
  
  
• "TubeMogul Relaunches As A Video Advertising Platform" from TechCrunch
  TechCrunch
  TechCrunch is a web publication that offers technology news and analysis, as well as profiling of startup companies, products, and websites. It was founded by Michael Arrington in 2005, and was first published on June 11, 2005....
  
  
• "TubeMogul Gets $3M" from GigaOM
  GigaOM
  GigaOM is a Web 2.0 blog started by Om Malik and published by Giga Omni Media, Inc. in San Francisco, California. According to the company website it has a monthly global audience of 500,000. It is among the top 50 blogs worldwide by Technorati Rank, and is listed on CNet's Blog 100 list...
  
  
• "TubeMogul grabs $10M to help advertisers find the right audience" from VentureBeat
  VentureBeat
  VentureBeat is a technology blog that focuses on innovative companies and the forward-thinking executives behind them.-History:The company was founded in 2006 by Matt Marshall. In 2008, the New York Times called VentureBeat one of the "top blogs"...