Tradelab, a trading desk that specializes in real-time buying, announced a strategic partnership with TubeMogul today. Tradelab plans to leverage TubeMogul’s video ad buying platform the largest of its kind worldwide to help its clients realise the benefits of automated buying for their branding campaigns.
“For over three years, we have been developing data and technologies to reach the right people at the right time. While this solution generates good results on classic display campaigns, we now wish to extend that knowledge to new channels,” explains Yohann Dupasquier, co-founder of Tradelab. One format seeing particular investment at Tradelab is video. In addition to developing proprietary technology around video in the past few months, Tradelab is integrating with several top companies in the space, now including TubeMogul.
“Being partners with a leader like TubeMogul is absolutely required given the massive growth in digital video. Since developing our Branding Solution, 14% of our campaigns include video ads. We estimate that this figure should rise to over 30% by the end of the year. Advertisers understand that video bought in real-time allows them to gain awareness into a very specific audience,” explains Charles Gros, co-founder of Tradelab.
With TubeMogul, Tradelab can select from over 50,000 sites on the leading public and private exchanges while keeping total control over who sees an ad and where. “Our advertisers will continue to know where we deliver. Domain by domain, impression by impression,” continues Yohann Dupasquier.
For Tradelab, this partnership is also a way to improve measurement on its video campaigns. The trading desk plans to use TubeMogul BrandPoint, which enables marketers to buy on a cost per gross rating point (GRP) basis and verify that a target audience is reached through built-in reporting from Nielsen Online Campaign Ratings. Tradelab will also leverage brand surveys from TubeMogul BrandSights to measure whether viewers are remembering and acting on an ad.
“Tradelab is firmly investing in programmatic branding, which puts them at the forefront of a revolution taking place in France and across Europe. They are a great partner as we continue to help brand marketers navigate a multi-screen world,” says Nick Reid, Managing Director at TubeMogul.
“Tradelab knows from experience that technology makes brand advertising more effective, so this is a great fit,” comments Hugh Munro, Director of European Sales for TubeMogul. “We are excited to help them simplify what was once a dizzying array of publisher relationships and vendors.”
Tradelab is a French independent trading desk specialized in display, mobile and video campaigns. The company developed Tradematic, a bidding platform that enables advertisers to reach the right people at the right time. Founded in 2010, Tradelab delivered nearly 500 campaigns for more than 185 advertisers.
TubeMogul is the leader in programmatic brand marketing. The world’s largest brands and agencies centralize their video advertising on TubeMogul’s enterprise platform. Created specifically for brand marketers, TubeMogul’s platform enables the execution of scalable digital video campaigns, while providing the measurability and accountability marketers demand. Founded in 2006, TubeMogul is based in Emeryville, CA with offices in New York, London, Tokyo, Singapore, Sydney, Toronto, Chicago, Detroit, Austin and Los Angeles.
Read more about TubeMogul named Tradelab’s preferred partner for video advertising – BWWGeeksWorld by geeks.broadwayworld.com