Ooyala, TubeMogul Strike Programmatic TV Deal

Create ‘Premium’ Ad Market For Brands & Broadcasters

Videoplaza, a unit of multiscreen video specialist Ooyala, and ad software firm TubeMogul have struck a deal to provide a premium programmatic marketplace for global brands and broadcasters.

Under the deal, TubeMogul will link its ad platform to Konnect, Videoplaza’s sell-side programmatic platform. The tie-up will enable brands, ad agencies and trading desks using TubeMogul video advertising software to access Videoplaza’s international inventory, which includes premium video publishers, broadcasters and operators, the company said.

The integrated system, which aims to provide a “secure, trusted and transparent programmatic marketplace,” is coming together as more automated advertising techniques and systems that originated in digital world start to bridge over to the way TV advertising is bought and sold. In addition to driving more value out of underperforming inventory, programmatic is also being viewed as a way to sell premium inventory.

“TubeMogul and Videoplaza are both leading the way for programmatic to become a reality in the new IP delivered TV world,” said Maria Flores, vice president, programmatic for Videoplaza, in a statement. “TubeMogul has done a phenomenal job creating innovation in this space -  their product suite and customer base are a testament to that - and we’re thrilled to integrate our services to accelerate efforts to bring mighty TV budgets to all digital screens.”

“Videoplaza is one of the largest premium video ad management platforms in the EU, added Keith Eadie, chief marketing officer for TubeMogul. “This integration allows TubeMogul to expand the number of localized, high-quality publishers available to our clients.”

Ooyala’s customers include parent company Telstra, Univision, Foxtel, RTL, Canal+, Vox, Vice, NBCUniversal, ESPN, and SBS Broadcasting, among others. Videoplaza, a programmatic ad tech firm acquired by Ooyala in October 2014, counts customers such as M6 (France) and IP Deutschland (Germany), TV4 (Sweden), Mediaset (Spain), STV (U.K.), MediaCorp (Asia), Sony Entertainment India and Singapore's Mediacorp.  Ooyala claims that Videoplaza represents more than half of Europe’s top broadcasters.