TubeMogul hits back at Turn’s ‘lies’ in ongoing ad-tech spat

TubeMogul has hit back at accusations made against it by rival Turn in an email campaign to its clients.

Ad-tech firm Turn, which powers some of the biggest advertisers and trading desks, lashed out at Tubemogul in an email campaign to its clients in which it accused Tubemogul of dirty tactics and boasted superiority with claims such as: “Turn has reach TubeMogul can’t even touch”.

The email newsletter stated: “Turn uses data to find the right audience for you, resulting in true inventory and price transparency. TubeMogul owns and buys its own advertising inventory, meaning they are incentivized to direct your dollars to their inventory and not to the inventory that represents the highest ROI for you.

"The result? TubeMogul is taking 71 cents for itself out of every advertiser’s dollar – money that would be better spent delivering value to you. With Turn, you get unbiased insights and full transparency into where your media spend is going.”

TubeMogul has now responded with its own blog in which it dismissed Turn’s claims as false.

“Recently, Turn released a ‘fact sheet’ outlining why they believe their platform is ‘the superior choice to TubeMogul.’ While we welcome a little friendly competition, there is just one problem with Turn's claims: they are lies.

“We ordinarily wouldn't respond - we'd rather out-execute competitors than verbally spar with them. But given that many of our brand and agency clients were confused by claims like ‘TubeMogul customers get less freedom,’ we felt it necessary to set the record straight,” it read.

It then responded to each of Turn's claims point by point, starting with Turn's statement that Tubemogul is one of its inventory suppliers - to which it said it "is not one of those sources and we never has been".

It defended accusations made regarding its transparency, and also the "fundamental misunderstanding" Turn showed in how it makes its revenue.

Tubemogul counts major brands such as Mondelez among its clients.

Read the full blog here.

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