Putting Digital Ad Fraud On Ice
Jan 01, 1970
Let’s face it: the holiday season can be stressful. Between managing travel plans, organizing festivities and finding the perfect gift, we all have enough to worry about in our personal lives without added worries at work. This is also true for marketers, who must balance their personal responsibilities with professional obligations that come with the annual holiday sales push and ensuring that budgets are spent by year’s end.



Fortunately, there’s one thing that TubeMogul’s brand and agency clients don’t have to worry about: falling victim to digital ad fraud. With the recent discovery of a highly sophisticated “botnet” that is believed to be responsible for over a billion dollars in fraudulent ad spend, many marketers are understandably concerned.



Thanks to TubeMogul’s robust brand safety tools and partnership with anti-fraud verification and prevention company White Ops, which uncovered the fraud ring, there was negligible impact on any video advertising campaigns executed through TubeMogul’s platform.



“Our reporting shows that Methbot's effect on TubeMogul’s clients is absolutely immaterial. This is no accident. It's the result of an above-and-beyond commitment to fighting fraud that began long before Methbot ramped up. Unlike a mouse click, that kind of commitment can't be faked." - Michael Tiffany, CEO and co-founder of White Ops.



“We have always said that one fraudulent impression is one too many, which is why we are proud that our industry-leading adoption of brand safety tools effectively protects our clients from suspicious traffic – including Methbot,” said Brett Wilson, vice president and general manager of advertising at Adobe [and co-founder and former CEO of TubeMogul, a wholly owned subsidiary of Adobe]. “This underscores the importance of why marketers must demand to work with a platform that prioritizes media quality and fraud detection, even for private inventory buys.”



TubeMogul, a leader in video advertising that enables brands and agencies to plan and buy video advertising across desktops, mobile, streaming devices and TVs, was recently acquired by Adobe. The acquisition will result in the creation of the first end-to-end independent advertising and data management solution that spans traditional TV and digital formats, simplifying what has been a complex and fragmented process for the world’s biggest brands. Learn more about the acquisition here.
TubeMogul Officially Joins Adobe
Jan 01, 1970
TubeMogul clients and partners:



Today, Adobe completed its acquisition of TubeMogul. You can read more about the news here.



As we noted in November, we believe this is a great move for our clients and partners. The combination of Adobe and TubeMogul will create the first end-to-end independent advertising and data management solution that spans traditional TV and digital formats, simplifying what has been a complex and fragmented process for the world’s biggest brands.



Current TubeMogul clients can envision a future where first-party data and measurement from Adobe Audience Manager and Adobe Analytics as well as additional capabilities from Adobe Media Optimizer are available from a single, unified platform. This will enable a combined data and buying dynamo that spans not just branding mediums like TV and digital video, but also performance formats like display and search.



Since such a big part of our TubeMogul culture is doing what we say and abiding by shared values, I wanted to reach out to you to reaffirm our commitment to your success and outline what to expect moving forward.



Our commitment to providing media-agnostic, buy-side software is deeper than ever. A combined Adobe and TubeMogul is uniquely aligned with advertisers. Once integrated, this will enable brands and agencies to plan, buy, measure and optimize their global advertising with a neutral, independent partner that doesn’t have direct ownership of media or content. Our combined incentive is to arm marketers with insights on what's working -- and act on it.



We also expect to continue taking an open approach to new data and inventory integrations, with new partnerships assessed based on marketer demand.



Finally, your contacts at TubeMogul remain unchanged. As always, feel free to reach out and ask us anything.



Thanks,

Brett Wilson, CEO and co-founder of TubeMogul
Tubemogul Joins Instagram Partner Program, Recognized for Ad Tech Specialty
Jan 01, 1970
instagram_partner_badge_body



Since 2015, TubeMogul’s cross-screen and multi-channel platform has enabled the world’s largest brands to execute holistic advertising campaigns across Facebook, Instagram and other ad formats. As one of the first video platforms to receive the Facebook Marketing Partner badge, we are proud to announce TubeMogul’s recognition as an official Instagram Partner within the Ad Tech specialty.



Since the initial launch of TubeMogul’s Facebook API integration, we’ve released numerous new product features and platform enhancements that make advertising across all channels, including social platforms, more seamless. Just a few include:



  • Desktop and mobile News Feed video and display ads


  • Instagram video and display ads


  • Facebook Audience Network targeting


  • 3rd-party and 1st-party audience data support


  • Retargeting into Facebook and Instagram platforms using OLV, display and mobile


  • Nielsen cross-channel reporting


  • Vertical video




With over 600 million users and continued growth, Instagram is becoming the channel of influence for advertisers as they leverage the platform to communicate their brand stories to customers through visually appealing experiences. We look forward to bringing our clients more of what Facebook and Instagram has to offer in 2017!



Find out more about TubeMogul and the partnership below:





Is Header Bidding A Frankenstein’s Monster For Buyers?
Jan 01, 1970
Dr. Frankenstein meant well. We all know the story: The young doctor discovers a secret technique to animate the lifeless. However, the creature built by Frankenstein bears no resemblance to his original vision; horrified, the doctor shuns the creature, which in turn torments Frankenstein and ultimately ruins the man’s life.



Header bidding could very well be the advertising world’s newest such creature. Despite header bidding’s theoretical benefits, in practice it is creating unexpected dynamics with implications for advertisers, publishers and the technology companies in between.



Header bidding is still primarily a publisher phenomenon. The technology allows publishers to make their available inventory visible to all potential buyers simultaneously rather than the traditional waterfall, where inventory is visible on a prioritized basis previously established by the publisher.



By removing this pre-existing prioritization and allowing all the demand sources to compete on equal footing, header bidding maximizes the value of each individual impression. Subsequently, advertisers gain visibility and opportunity they otherwise would not have had, making each impression more fairly priced.



That’s the theory, at least. But the reality, like Frankenstein’s creature, is much more complicated.



A serious and unexpected dynamic of header bidding relates to auction mechanics, which are currently structured between the publisher’s ad server and the supply-side platform (SSP). Real-time bidding uses a second-price auction structure, where winning buyers do not pay their full bid price – they pay one penny more than the second-highest bid. Critically, the SSP submits the bid to the ad server – the ad server itself does not support auctions and will pick the highest price submitted.



With this in mind, imagine a header tag where five advertisers are competing for the same impression. Advertiser A has a direct deal at a fixed rate of $19; Advertiser B bids $20 and Advertiser C bids $18 through SSP No. 1; and Advertiser D bids $19.50 and Advertiser E bids $18 though SSP No. 2. Because the SSPs run second-price auctions, SSP No. 1 submits B’s bid at $18.01 and SSP No. 2 submits D’s bid at $18.01. Advertiser A wins the impression at $19.



The publisher entirely misses out on $0.51, and the fact that two advertisers are willing to pay more than $19 undercuts the very benefits header bidding provides. Likewise, there was nothing advertisers B and D could do to win that impression.



Some companies are already trying to combat this by shifting to a first-price auction model, where SSPs submit the highest bid price. But this is an incomplete solution. Even though Advertiser B would now win with a $20 bid, it did so inefficiently – by paying 49 cents more than it should have. First-price auctions drive buyers to manipulate bidding strategies, which is why RTB uses a second-price structure.



This example is not uncommon and clearly illustrates the need for closer collaboration between SSPs and publisher ad servers. Ideally, the SSPs would submit a first-price bids to the publisher ad server, which the ad server would evaluate against all other demand in a second-price auction. This mechanism would allow all demand to be evaluated fairly and result in the publisher earning $19.51 from Advertiser B.



This need for sell-side coordination is likely one of the reasons why Comcast’s ad server FreeWheel purchased SSP StickyAds – FreeWheel recognized it needed to bolster its own bidding technology. There is a healthy market for SSPs and I would not be surprised to see more deals and partnerships on the horizon.



So how can we make sure that header bidding doesn’t end up like Frankenstein’s monster? Both publishers and marketers should demand the ability to truly value each impression individually, without the unintended consequences of an incomplete solution, and accelerate the collaboration between publisher ad servers and SSPs.



In the long run, header bidding should lead to fewer fixed-price deals. In turn, advertisers may leverage their buying power to negotiate rebates with publishers. With fewer incentives to deal directly with publishers, advertisers will increasingly depend on buying platforms to streamline access to premium inventory. These dynamics will, in turn, require adaptations to the interactions throughout the ecosystem.



Regardless, the switch has been flipped and header bidding is here to stay. It is up to us to ensure that it lives up to its potential. As the poor Dr. Frankenstein would surely attest, good intentions alone are not enough.
TubeMogul Named Official Instagram Partner Program Member
Jan 01, 1970
Emeryville, CA – December 15th, 2016 – Today, TubeMogul (NASDAQ: TUBE), a leader in software for brand advertising, announced that it has been named an Instagram Partner member and has received the official Partner badge with an Ad Tech specialty. TubeMogul became one of the first video ad buying platforms to receive the official Facebook Marketing Partner badge in April, 2016.



As an official member of the Partner Program, TubeMogul’s U.S. clients will receive elevated priority to technical support resources from Instagram.



Since April 2016, advertisers have been able to use TubeMogul’s self-serve software to purchase video and display ads on Instagram and place those ads on mobile devices. The integration enables marketers to consolidate their entire brand advertising budget through TubeMogul’s self-serve platform and holistically plan, buy and measure their video advertising on Instagram and Facebook alongside existing linear TV, digital video and display advertising initiatives.



TubeMogul is one of the first major video buying platforms to integrate with the Instagram API, enabling advertisers to employ the same granular audience targeting capabilities currently available through Facebook’s native interfaces and quickly evaluate their success with unified reporting across multiple media platforms.



Through the integration, advertisers can: sequentially message by retargeting individuals exposed to video and display ads on the open web back into Instagram; receive third-party audience verification and cross-channel deduplication reporting from Nielsen directly within TubeMogul’s platform; and eventually inform cross-channel media planning by determining incremental reach provided. Available reporting metrics include: Likes, comments, shares, impressions and video completion rates. Over 70 global advertisers have already run over 125 campaigns on Instagram through TubeMogul, including Airtasker, CumminsHybrid Adelaide on behalf of Croser, Emaar Properties, Griffith University, Hawthorne and Quiznos.



“Instagram is a top mobile destination for consumers of all ages and is a premier option for marketers looking to employ a cross-screen advertising approach to build incremental reach,” said Brett Wilson, CEO and co-founder, TubeMogul. “While marketers have had the ability to plan and buy both display and video advertising on Instagram through our platform for some time, we’re very pleased to receive their official Partner Program badge and extend all the associated membership benefits to our clients.”



Instagram has over 500 million monthly users that share over 95 million photos daily, according to Instagram.com.



About TubeMogul

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 headquartered in Emeryville, California and has offices in several other locations in the U.S. and internationally, including in Chengdu, Kyiv, London, Paris, Sao Paulo, Shanghai, Singapore, Sydney and Tokyo.



TubeMogul and the TubeMogul logo are trademarks or registered trademarks of TubeMogul, Inc. in the United States and other countries.



Press Contact:

Press@TubeMogul.com

1 (510) 653-0501


Audience Planning White Paper
Jan 01, 1970
As TV seasons turn, a consistent portion of shows’ linear audience members trickle away. In 2015, 74% of weekly broadcast shows saw their average rating drop by up to 1 point from the prior season. In 2008, that number was 47%.



Advertisers can anticipate a small but steady portion of their linear TV audience to leave each year, forcing them to locate those viewers elsewhere. This paper uses commissioned Nielsen data and TubeMogul analysis to answer two crucial questions for marketers:

"How much of the audience I bought last year will tune in next season, and where can I find those taking a break from the cable box?"


AUDIENCE PLANNING - ABOUT THE RESEARCH


This research uses commissioned linear TV programming and ratings data from Nielsen to analyze the current TV advertising landscape. We focus on viewing trends among six major audiences - African Americans, Millennial Women, Millennial Men, Heavy TV Viewers, Light TV Viewers, and Bilingual Hispanics. Based on each audience's current television viewing behaviors and overall media consumption habits, we recommend the top devices, channels, and strategies to reach these viewers in the future.




Topics discussed include traditional TV, programmatic TV, cross-screen planning and execution, and digital channels with a focus on social and mobile.









Partner Interview: Celtra
Jan 01, 1970
 


At TubeMogul's annual client conference in September, marketers gathered for a week of education, networking and insights from industry executives.



One of this year’s guest speakers was Harry Robinson, Vice President of Brand & Agency Partnerships at Celtra. We caught up with Harry after his session "Advertising Goes Mobile" to discuss the evolution of creative in the programmatic age, best practices for developing bespoke creative for mobile devices and the intersection of creative execution and data-driven media buying.


Follow Harry on Twitter at @adwhisperer
TubeMogul Academy Finishes 2016 With Over 440 Client Certifications
Jan 01, 1970
Emeryville, CA – Dec 1st, 2016 — Today, TubeMogul (NASDAQ: TUBE), a leader in software for brand advertising, announced that TubeMogul Academy has certified over 100 executives and media traders during the third quarter of 2016.



Brands certified through TubeMogul Academy include Adidas, BRP, Clorox and Diageo; certified agencies and trading desks include Affiperf, AMP Agency, Audience Group, Bohemia, Cadreon, CLM, Empower MediaMarketing, iProspect, Kelly Scott Madison, Mediavest, Mindshare, Starcom, Tierney Agency, UM, Varick Media Management and ZenithOptimedia.



Launched in November of 2014, TubeMogul Academy is a formal training program that certifies clients who have demonstrated knowledge of the programmatic media space and TubeMogul’s platform.



New initiatives introduced by TubeMogul’s Learning & Development team this year include TubeTalks, a continuing education series featuring interviews with renowned branding experts and marketing executives, as well as specialized curriculum on programmatic TV and cross-channel strategy.



“We are proud that we were able to finish 2016 with an outstanding quarter,” said Michelle Chen, Director of Learning & Development at TubeMogul. “We successfully expanded the most comprehensive training curriculum on automated buying and brand advertising in the industry to over 10 different countries and we are hard at work preparing to ensure that 2017 is our best year yet.”



TubeMogul clients can learn more about the program or enroll in upcoming sessions at TubeMogul.com/Education.



About TubeMogul

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 headquartered in Emeryville, California and has offices in several other locations in the U.S. and internationally, including in Chengdu, Kyiv, London, Paris, Sao Paulo, Shanghai, Singapore, Sydney and Tokyo.



TubeMogul and the TubeMogul logo are trademarks or registered trademarks of TubeMogul, Inc. in the United States and other countries.



For more information, contact:

Press@TubeMogul.com

1 (510) 653-0501
Client Interview: 22squared
Jan 01, 1970
 



At TubeMogul's annual client conference in September, marketers gathered for a week of education, networking and insights from industry executives.



One of this year’s attendees was Amy Auerbach, Vice President and Group Director of Media and Analytics at agency 22squared. We caught up with Amy in between sessions for a broad-ranging discussion on 22squared's partnership with TubeMogul, the benefits of software and ongoing cross-screen efforts. Amy also shared her predictions for 2017.
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