Today, TubeMogul (NASDAQ: TUBE), a leading enterprise software company for video advertising, and Cox Media announced that the companies have entered a bilateral partnership to offer new cross-device video advertising initiatives that empower marketers to more effectively reach local and regional consumers.
Through the deal, Cox has become the nation's first cable company to offer programmatic digital video ad inventory alongside local TV inventory, providing advertisers with a first to market local cross-screen advertising solution. This offering is currently available to marketers in all Cox DMAs and has already driven tangible business results.
The combination of Cox's local linear TV inventory with TubeMogul's digital inventory presents a unique opportunity for ad buyers to leverage data and reach previously unavailable audiences through a single ad-buying platform. It is a truly holistic offering that unifies TV and digital ad inventory with the operational efficiencies of programmatic software.
"This is the first two-way partnership of this kind in our industry," said Brett Wilson, TubeMogul's CEO and Co-founder. "Cox is using programmatic software in a truly groundbreaking and innovative fashion to provide their partners with unparalleled reach and efficiency. Simultaneously, they've established themselves as leaders in the programmatic TV space by making their inventory transparent and accessible."
"Agencies and ad buyers today are faced with tremendous challenges in finding target audiences across screens and programming options. We're pleased to be the first to market with a unique partnership that allows us to bring Cox Media ad buyers the combination of advertising opportunities on the best cable television content together with the advanced digital video and programmatic buying capabilities of TubeMogul," said Mike Zeigler, Vice President Business Development, Cox Media. "It's truly exciting to offer advertisers a highly automated, data driven approach to executing sophisticated marketing campaigns on every screen – mobile, tablets, and in home on traditional TV."