Exclusive - Online video ad technology company Tremor Video has purchased InPlay, the video analytics solution for publishers, from TubeMogul. Tremor Video will integrate InPlay directly into VideoHub, its enterprise video platform.
InPlay will be available to all publishers as part of “VideoHub for Publishers”, which is set to hit the market in the first quarter of this year.
Financial terms of the agreement were not disclosed.
InPlay is a video analytics solution that helps publishers understand real-time engagement, viewership and performance data. TubeMogul is selling the technology after shifting its focus to providing a demand-side buying platform for video advertising.
Worth noting: TubeMogul says the real-time reporting tools developed for its video advertising platform will remain unaffected by the divestment of its publisher analytics technology.
Tremor Video’s acquisition of InPlay follow other recent deals closed by the video ad technology company, such as the purchases of ScanScout and mobile ad platform Transpera. The company says it plans to “continue to be acquisitive”, fueled by $37 million in funding raised in 2011.
TubeMogul is the only video marketing company built for branding. By integrating real-time media buying, ad serving, targeting, optimization and brand measurement into its PlayTime platform, TubeMogul simplifies the delivery of video ads and maximizes the impact of every dollar spent by brand marketers. The company only partners with premium and transparent inventory sources, including direct publishers and private networks, to deliver video to any audience, in any format, on any device. Advertisers only pay when someone chooses...
Tremor Video is a digital video technology company that serves the complementary needs of the media community. Their SE2 technology offers advertisers massive reach and proven engagement with their marketing messages in 100% brand-safe environments, while their Acudeo income engine provides publishers easy access to multiple sources of revenue and the ability to manage and monetize every video impression. They continue to push the boundaries of ad formats by introducing new engagement triggers and in-stream innovations to enhance the...