TubeMogul switches on platform for programmatic TV buys

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TubeMogul PTV lets buyers track programmatic campaigns.
TubeMogul PTV lets buyers track programmatic campaigns.

Brands can target airtime in real time using a variety of data points

Staking its claim on the frontier of programmatic television buying, TubeMogul on Thursday announced software that lets brands buy targeted TV time automatically.

TubeMogul PTV allows buyers programmatic control over ad buys from a range of top cable and satellite companies, national TV networks and local broadcasters. PTV works with multiple aggregation platforms, including AudienceXpress, clypd and placemedia.

TubeMogul also announced an exclusive buy-side partnership with WideOrbit’s WO Programmatic. According to WideOrbit, more than 75 percent of the country’s stations manage their advertising with WideOrbit software. WideOrbit will be TubeMogul’s exclusive source of local broadcast inventory through March 31, 2015.

TubeMogul said 10 brands and ad agencies have signed up for TubeMogul PTV so far, including 3M, Allstate, Digitas and Levelwing (which buys for Gildan USA).  

The software platform lets brands specify networks, dayparts and geographical regions. It also draws from Nielsen data to surface a range of demographic information including age, gender, income level, ethnicity, educational level, children in household, home-ownership status, automobile preferences and pet ownership. A set of analytics tools let buyers adjust their spending dynamically.

"3M has long been synonymous with innovation and invention, and TubeMogul PTV helps us make sure that our advertising strategy reflects those values," said Chris Luna, digital-media specialist at 3M. "By buying TV through software, we can bring more relevant messages to potential customers."

"All of our clients need to be able to reach their target audience as media consumption shifts between screens," said Steve Parker Jr., CEO and co-founder of Levelwing. "Today we can use a single piece of software to ensure that we’re improving relevance and resonance among viewers, ultimately improving ROI."

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