In a deal to bolster its video offerings for advertisers, Adobe has acquired demand-side platform TubeMogul for $540 million. Programmatic-geared TubeMogul works with brands like Dannon and Quiznos to run digital, mobile and video campaigns by powering the ad-tech pipes in platforms like Facebook and Snapchat.
The two companies are partnering to create a fully automated integration between TubeMogul’s demand-side ad platform and Placemedia’s supply-side platform that reaches 85% of U.S. TV households.
Cadreon, the IPG Mediabrands trading desk, is partnering with TubeMogul, the programmatic video ad-buying platform to build an automation system for buying TV ads. It is being designed for exclusive use by IPG clients. The new platform will use data from IPG’s Audience Measurement Platform including data related to targeting, purchases and TV viewership. TubeMogul will supply the technology including enterprise software.
Cox Media and TubeMogul have entered a partnership that will enable ad buyers to purchase linear TV ads and Web video ads via the same digital interface. At the same time, Cox’s local ads sales force will be able to sell local TV ads along with Web video ad space from a variety of sites, such as YouTube, Crackle and MLB.com.