Revamp makes TubeMogul display as efficient as display-only platform
TubeMogul, the cross-channel ad platform, has revamped its display offering adding new partners and algorithms, to make it as efficient as a display-only platform. An extended partnership with Integral Ad Science and a relationship with personalised digital ad platform, Jivox are part of the update. The platform is also including display and native ad formats in its Non-Human Traffic Credit Program, adding support for Deal ID functionality across private marketplaces, and introducing a new conversion optimisation algorithm. 

by Tobi Elkin @tobielkin, September 21, 2016

Cross-channel advertising platform TubeMogul on Wednesday announced a revamp of its display offering, adding partners and algorithms, to increase accountability and improve the effectiveness of cross-channel brand and performance campaigns.

The revamped display offering has TubeMogul extending its relationship with Integral Ad Science and its pre-bid filters for viewability and fraudulent traffic. The goal is to ensure that display ads are always seen by real viewers.

TubeMogul has also added support for Deal ID functionality across private marketplaces, including Google's DoubleClick Ad Exchange, Index Exchange, and Rubicon Project, since the majority of premium display ads are bought through private deals.

The company has also partnered with Jivox, a platform for personalized digital advertising and marketing to serve rich-media-enabled dynamic creative. Through the integration, TubeMogul’s in-house creative team can help marketers develop highly personalized rich media display ads such as expandable banners, Rising Stars units and ad creative that changes dynamically based on factors like weather, location, time of day, first-party customer data, and third-party audience data. Under terms of the agreement, TubeMogul has licensed the Jivox IQ digital ad platform and the companies have conducted joint product-integration and sales-training initiatives.

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In addition, TubeMogul is changing its Non-Human Traffic Credit Program to include display and native ad formats. First launched in February for video ads, the program automatically refunds platform clients for traffic identified as fraudulent by White Ops. The new policy is effective Oct. 1.

TubeMogul’s display offering also implements a new conversion optimization algorithm, to bolster existing platform capabilities, including frequency management across channels, targeting by site, device, audience, topic, geographic region, and daypart; and individual, site-level transparency, reporting, and optimization.

“We made these updates to our display offering because it's crucial that our clients that use our platform are able to enjoy the same features and benefits they would get from a platform that specializes only in display,” Keith Eadie, global chief marketing and strategy officer, TubeMogul, told Real-Time Daily via email. “Our partnership with Jivox, our brand safety controls and our Deal ID integrations are all geared toward making the display component of marketer's cross-channel campaigns as effective as possible.”