TubeMogul

TubeMogul Inc.
Traded as NASDAQ: TUBE
Industry Marketing and Advertising, Advertising Software
Founded 2006 (2006)
Founder John Hughes and Brett Wilson
Headquarters Emeryville, CA[1], US
Area served
 70+ Countries [2]
Number of employees
 550
Website www.tubemogul.com

TubeMogul is a publicly traded company whose main product is an enterprise software platform for digital video advertising.[3] TubeMogul’s programmatic software platform leverages real-time bidding (RTB) technology to help major brands, advertising agencies, trading desks, and publishers advertise to global audiences using online video across multiple devices.[4]

The company filed an S-1 form with the SEC on March 26, 2014 and went public on July 18, 2014, offering its shares on the (NASDAQ: TUBE) Global Select Market.[3][5][6][7] TubeMogul is headquartered in Emeryville, California and has global offices located in Chicago, Detroit, Kiev, New York, London, Los Angeles, Minneapolis, Paris, São Paulo, Singapore, Shanghai, Sydney, Toronto, and Tokyo.[8][9]

Financing

TubeMogul received its initial funding after winning the Lester Center’s Business Plan Competition while co-founders John Hughes and Brett Wilson were studying at UC Berkeley’s Haas School of Business in 2007.[10] The company received seed funding from NetService Ventures later that same year.[11][12] They also received angel funding from Roger Ehrenberg of IA Capital in early 2008.[13] In February 2008, they received $3 million in Series A funding led by Trinity Ventures.[14] In October 2008, they acquired Illuminex, a video analytics company founded by Jason Lopatecki and Adam Rose, for an undisclosed amount.[15][16] They raised a combined $10 million in their Series B round in March 2009, led by Foundation Capital.[17] In December 2012 they raised $28 million in the first tranche of their Series C, led by Northgate Capital. The second tranche of the Series C was led by SingTel Innov8, corporate venture capital arm of the SingTel Group, along with Cross Creek Capital, for $10 million dollars in May 2013.[18]

TubeMogul CEO Brett Wilson rings NASDAQ's opening bell July 18, 2014 on the first morning of the company's public offering.

IPO

TubeMogul filed its S-1 form with the SEC on March 26, 2014.[5][6]

On July 18, 2014 TubeMogul became a publicly traded company.[3] They made 6.3 million shares available to investors at $7 per share to raise a total of $43.8 million in their initial offering.[19][20] The company listed with the NASDAQ Global Select Market using the ticker symbol "TUBE".[21] TubeMogul became the first and currently the only enterprise software company offering programmatic digital brand advertising to be publicly traded.[22]

Company History

TubeMogul was originally founded as a cross-platform online video analytics tool in 2007.[23] Video producers uploaded content through TubeMogul, which would then distribute and track performance across video sharing sites.[24] In 2010, TubeMogul launched Playtime, an online video ad network, to help advertisers deliver ads to their target audience.[25] Playtime differentiated itself from other online ad networks by its self-serve aspect as well as the level of transparency it provided. In 2011, TubeMogul combined the Playtime ad network with the video syndication platform to effectively become a demand-side platform (DSP) for brand advertisers.[8] TubeMogul’s DSP aggregates multiple inventory sources, including advertising exchanges, supply-side platforms and advertising networks, allowing advertisers to integrate pre-negotiated deals with publishers. In 2012, TubeMogul introduced its BrandSafe technology, which ensured that advertisements did not appear alongside objectionable content or run in small video players.[26] In 2013, TubeMogul launched BrandPoint, which allows marketers to execute digital video buys on a gross rating point (GRP) basis, traditionally used by TV advertisers to measure a campaign’s effectiveness.[27] Unlike programmatic solutions that cater to both the buy-side (advertisers) and sell-side (publishers) as well as various marketing objectives (direct response and branding), TubeMogul specializes in brand, or video, advertising and is solely aligned with advertisers.[28]

Industry Initiatives

Open Video Viewability (OpenVV)

In May 2013, TubeMogul and several other advertising technology vendors formed the Open Video View (OpenVV) consortium to help facilitate the adoption of a viewability standard for online video advertising.[29] OpenVV is an open-source code that provides marketers verification that their ad was actually seen by human eyes and reasons for non-viewability.[30] TubeMogul founded the initiative along with video technology vendors BrightRoll, Innovid, SpotXChange, and LiveRail; current members include Nielsen, comScore, TrustE, and VivaKi.[29]

Fraud/Fake Pre-Roll

In 2012, TubeMogul launched fakepreroll.com to raise awareness about video ads that were shown in inventory normally reserved for display advertisements, oftentimes without the marketer’s knowledge.[31] The site was taken down after several companies sent TubeMogul cease-and-desist orders.

Botnet Detection

In 2014, TubeMogul reported the existence of three botnets, responsible for defrauding advertisers for a potential $10 million each month.[32][33]

IPG Internship

In March 2014, IPG Mediabrands and TubeMogul announced the “Ad-Tech Apprenticeship,” a one-year intensive training program designed to give college graduates a holistic view of the digital advertising industry.[34][35]

Awards

  1. 2009 South by Southwest (SXSW) Best Online Video-Related Technology Winner[36][37][38]
  2. 2009 AlwaysOn OnMedia 100 Award Winner[39]
  3. 2012 AlwaysOn Global 250 Winner[40]
  4. 2013 Inc. Top 100 Advertising and Marketing Companies #29[41]
  5. 2013 Inc. Hire Power Award Top 10 Advertising and Marketing Companies #9[41]
  6. 2013 Lead 411 Tech200 #14[42]
  7. 2013 Deloitte Fast 500 #35[43]
  8. 2013 iMedia Connection ASPY Awards – Winner Best Customer Service Award[44]
  9. 2014 San Francisco Business Times Best Places to Work #35[45]
  10. 2014 The Drum Digital Trading Awards – Winner Advertiser's Choice of Ad technology[46]
  11. 2014 AIMA Awards - Winner Outstanding Technical Achievement for Viewability Reporting and Audit[47]
  12. 2015 Glassdoor – Winner “Best Places to Work” People’s Choice Awards, TubeMogul was ranked 5th for companies with less than 1,000 employees.[48]

See also

References

  1. ↑ Cromwell Schubarth (July 9, 2014). "14 Silicon Valley area IPOs are coming — but only 5 are tech companies". Silicon Valley Business Journal.
  2. ↑ David Burch (July 5, 2013). "TubeMogul Passes $100 Million Milestone". MarketWatch.com – The Wall Street Journal.
  3. 1 2 3 Jack Marshall (18 July 2014). "TubeMogul Is Latest Ad Tech Firm to Ride Public Market Roller Coaster". Wall Street Journal – CMO Today.
  4. ↑ Marc Galens (2 May 2013). "Benefits of RTB for brands". The Drum.
  5. 1 2 Ryan Lawler (26 March 2014). "TubeMogul Files For $75M IPO, With $57M In Revenue And A $7M Net Loss For 2013". Tech Crunch.
  6. 1 2 Eric Deeds, Esq. (1 May 2014). "TubeMogul, Inc.". Securities and Exchange Commission.
  7. ↑ Renaissance Capital (7 July 2014). "Video ad platform provider TubeMogul sets terms for $75 million IPO". NASDAQ.
  8. 1 2 Erick Schonfeld (12 April 2011). "TubeMogul Relaunches As A Video Advertising Platform". Tech Crunch.
  9. ↑ WebWire (27 June 2014). "TubeMogul Named First Partner for Vungle’s Mobile Video Ad Exchange". WebWire.
  10. ↑ Haas School of Business (28 March 2014). "IPO-bound TubeMogul Traces Origins to Berkeley-Haas". Haas School of Business.
  11. ↑ Rafat Ali (15 October 2007). "Online Video Analytics Firm TubeMogul Sets Seed Funding". GIGAON.
  12. ↑ TubeMogul Inc. (15 October 2007). "TubeMogul Secures Seed Investment from NetService Ventures". PRWeb.
  13. ↑ CrunchBase (16 July 2014). "TubeMogul Company Overview". CrunchBase.
  14. ↑ Liz Gannes (31 March 2009). "TubeMogul Gets $3M for Video Distribution". GIGAOM.
  15. ↑ Chris Albrecht (27 October 2008). "TubeMogul Acquires Illumenix". GIGAOM.
  16. ↑ Vasanth Sridharan (28 October 2008). "TubeMogul Buys Flash Analytics Firm Illuminex". Business Insider.
  17. ↑ Janko Roettgers (8 October 2010). "TubeMogul Raises $10M For Ads, International Expansion". GIGAOM.
  18. ↑ Xconomy (30 May 2013). "TubeMogul Secures $10,000,000 Series C Financing Round". Xconomy.
  19. ↑ Lizette Chapman (18 July 2014). "Trinity Ventures, Foundation Capital Increase Stakes in TubeMogul IPO". Wall Street Journal – Tech.
  20. ↑ Myles Udland (18 July 2014). "Video Advertising Company TubeMogul Had A Gigantic First-Day IPO Pop". Business Insider.
  21. ↑ Renaissance Capital (7 July 2014). "Video ad platform provider TubeMogul sets terms for $75 million IPO". Nasdaq.
  22. ↑ Alex Konrad (18 July 2014). "TubeMogul's 50% IPO Jump Looks Great, But It's Actually A Sign Of Ad Tech Struggles". Forbes.
  23. ↑ Kristen Nicole (23 July 2007). "TubeMogul Launches Cross-Network Video Tracking Tool". Mashable.
  24. ↑ Larry Kless (7 June 2009). "TubeMogul 2.0 democratizes video analytics – Web video distribution and analytics company sets new standard for online viewing metrics". Vator News.
  25. ↑ Ryan Lawler (15 March 2010). "TubeMogul’s Ad Revenues Already Surpass Analytics Sales". GIGAOM.
  26. ↑ Ryan Lawler (30 May 2012). "TubeMogul Pitches Brand Safety With PageSafe, A Tool To See Where Ads Really Appear". Tech Crunch.
  27. ↑ Mike Shields (25 June 2013). "TubeMogul Is Down With GRPs Video ad buying firm rolls out planning tool BrandPoint". ADWEEK.
  28. ↑ Tyler Loechner (27 June 2014). "TubeMogul Plugs Into Vungle's Mobile Video Ad Exchange". Media Post.
  29. 1 2 David Kaplan (23 May 2013). "Video Ad Rivals Collaborate On Open-Source Viewability". Ad Exchanger.
  30. ↑ Vincent Flood (27 February 2014). "VivaKi Becomes First Agency Member to Sign Up to OpenVV Viewability". Video Ad News.
  31. ↑ "Fake Pre Roll". www.FakePreRoll.com. 7 May 2012.
  32. ↑ Garett Sloane (8 April 2014). "Fraud Alert: Millions of Video Views Faked in Sophisticated New Bot Scam – TubeMogul outs dozens of suspect sites". ADWeek.
  33. ↑ Andy Plesser (20 May 2014). "TubeMogul's Brett Wilson is Battling Bots, Non-Human Video Views and Low Ad Rates". Huffington Post.
  34. ↑ Erik Oster (6 March 2014). "IPG Mediabrands, TubeMogul Collaborate on Ad-Tech Apprenticeship". Media Bistro.
  35. ↑ Tyler Loechner (6 March 2014). "IPG, TubeMogul Team To Offer One-Year Ad Tech Internship". Media Post.
  36. ↑ "SXSW Accelerator Alums: Over $587 Million in Funding". SXSW. Retrieved 14 July 2014.
  37. ↑ Christina Lavingia (6 March 2014). "How SXSW Made These 5 Struggling Entrepreneurs Into Millionaires". Go Banking Rates. Retrieved 3 December 2013.
  38. ↑ "The nominees for the SXSW Accelerator 2014 [infographic]". www.Surfly.com. 28 February 2014.
  39. ↑ Otilia Otlacan (27 January 2009). "AlwaysOn Announces OnMedia 100 Award Winners". Ad Ops Online.
  40. ↑ Tyler Loechner (12 July 2012). "TubeMogul Recognized as an AlwaysOn Global 250 Winner". Media Post.
  41. 1 2 Inc. "TubeMogul Company Profile". Inc.
  42. ↑ Lead 411. "Tech 200 Winners". Lead 411.
  43. ↑ Deloitte. "Fast 500 Award Winners" (PDF). Deloitte.
  44. ↑ iMedia Editors (8 May 2013). "ASPY Awards Honor BuzzFeed, Google, and More". iMedia Connection.
  45. ↑ Julia Cooper (18 April 2014). "Best Places to Work in the Bay Area – Midsize Companies". San Francisco Business Times.
  46. ↑ The Drum (24 April 2014). "The Drum Digital Trading Awards 2014". The Drum.
  47. ↑ Steffan Pedersen (17 November 2014). "Welcome to the Digital South! 2014 AIMA Awards". Atlanta Interactive Marketing Association.
  48. ↑ Glassdoor (9 December 2014). "Best Small & Medium Companies to Work For". Glassdoor.
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