TubeMogul attempts to simplify adtech with latest update
Programmatic media trading of video ads is on the rise, prompted in part by publishers’ anticipation of the increased yield promised by video ad units, and advertisers' willingness to experiment with the potential engagement possibilities offered up by recent improvements with said formats.
TubeMogul attempts to make adtech more simple
A recent report by The Drum and The Trade Desk demonstrated that 80 per cent of media agency staff were preparing for an increase in demand for such inventory from clients. Fragmentation in the adtech sector means that those charged with the implementation of such campaigns are often tasked with accessing multiple tech platforms, thus adding to the difficulties with programmatic advertising.
To demonstrate this, a recent report from ExchangeWire Research revealed that more than 10 per cent of both buyers and sellers in EMEA require teams of over 10 experts to integrate new vendors with their ad stack.
This is a woe that TubeMogul (a demand-side platform that helps media owners buy video inventory) hopes to ease with the latest update to its ad stack Placement Editor, a move it claims can help advertisers significantly cut down the amount of time they spend managing campaigns.
Placement Editor’s new functionality was developed in order to streamline workflow and ultimately increase efficiency for end users. Improved usability will also broaden the platform’s appeal beyond traditional media buyers and planners and increase organisational collaboration.
The updates are itemised below, with placement creation time reduced by a factor of two and the average campaign creation time by a factor of six, as a result of the update.
- Quick keys (placement editor shortcuts, global shortcuts, and shift-activated shortcuts).
- Universal placements, which allow for all pre-roll ad lengths, device-specific formats and supported technologies to be executed from within a single placement.
- Push-button functionality for On Demand subscriptions, which will immediately activate all available deals from a given premium publisher across all devices and formats.
- Control budgets over time and ad scheduling by package.
John Hughes, TubeMogul’s president of product and co-founder, said: “The Placement Editor is the nucleus of our platform and is the part of our software in which more than 3,000 active monthly users spend the majority of their time. These updates are designed to empower those advertisers to do more – faster – and execute a sophisticated strategy with the same ease as checking their bank balance or ordering a pizza online.”
Given the recent controversy over third-party measurement of campaign performance on some of the industry’s biggest platforms, TubeMogul is also at pains to highlight that its updated interface incorporates third-party integrations with partners such as Integral Ad Science, MOAT, Nielsen and ComScore (see image below).
