Tremor Video Acquires ‘InPlay’ Video Analytics Tech From TubeMogul

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.