TubeMogul (NASDAQ:TUBE), a leader in software for brand advertising, announced that marketers can now purchase linear television inventory through TubeMogul’s programmatic TV (PTV) platform via private marketplaces and automated direct deals. Cadreon, the digital marketing services platform of IPG Mediabrands, has beta tested the new product exclusively within their advanced TV platform developed in conjunction with TubeMogul.
Through the new functionality, TubeMogul and Cadreon clients can either input pre-existing private deal criteria – including network, flighting schedule, day parts, number of advertising spots and pricing – or request access to network-specific private marketplaces, powered through API-level integrations with multiple supply sources. The new capability enables marketers to plan, buy and measure their direct and SSP-based PTV deals holistically from a single unified platform.
Popularized through traditional digital programmatic executions, private marketplaces and automated direct deals provide a framework from which programmatic principles can be applied to TV industry dynamics. By controlling the number of buyers and pre-negotiating either a fixed- or floor-rate price, media owners retain control over inventory while simultaneously maximizing yield.
“The introduction of private marketplaces and automated direct deals represent a great opportunity to drive additional efficiencies in the advanced TV space,” said Arun Kumar, Global President of Cadreon. “We’re encouraged by early results and believe both networks and advertisers alike will benefit from the increased flexibility and effectiveness provided through software.”
“Cadreon remains a clear-cut industry leader in their progressive approached to advanced TV,” said Todd Gordon, General Manager of Programmatic TV, TubeMogul. “The introduction of private marketplace models to automated linear television improve effectiveness and efficiency for advertisers and improve relevance and immediacy to TV viewers.”
Magna Global estimates that programmatic TV will represent $10 billion of total TV advertising budgets by 2019. TubeMogul CEO & co-founder Brett Wilson estimated that PTV would represent at least 10% of all advertising dollars transacted through TubeMogul’s platform in 2016.
For more information about programmatic TV, visit: https://www.tubemogul.com/programmatic-television
TubeMogul (NASDAQ:TUBE) is a leader in software for brand advertising. By reducing complexity, improving transparency and leveraging real-time data, our platform enables advertisers to gain greater control of their global advertising spend and achieve their brand advertising objectives. TubeMogul was incorporated in 2007 and is based in Emeryville, California with operations in Kyiv, London, New York, Paris, Sao Paulo, Shanghai, Singapore, Sydney, Tokyo, Toronto and offices across the United States.
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