PALM SPRINGS, Calif —\u00a0When it launched<\/a> a decade ago, it was purely an analytics suite for cross-platform video publishers. In time, TubeMogul expanded to take on a bigger role powering the advertising that powers video.<\/p>\n

But now that ‘TubeMogul’ has become Adobe Advertising Cloud, it’s no longer mostly a video advertising company.<\/span><\/p>\n

In mid 2015, we started building our display offering and since then we’ve expanded into native audio and a breadth of other formats,” explains Jon Levinson, who was TubeMogul’s senior director for partner development operations.<\/p>\n

“At this point, I think we were already headed in this direction before the Adobe acquisition but the Adobe acquisition has absolutely accelerated our move towards a multi-channel and multi-format DSP. At this point, a vast majority, or a large majority of our spend comes from formats outside of video.<\/p>\n

“We look at ourselves, not just as a video specialist, but one who focuses on a lot of other formats as well.”<\/p>\n

Levinson is now senior manager for business development on Adobe’s AdCloud, following Adobe’s 2016 acquisition of TubeMogul<\/a>.<\/p>\n

The Emeryville, CA-based company was acquired by the digital media powerhouse for $540m..<\/p>\n

At the time, Adobe’s logic majored on video and TV. Levinson still sees growth potential in that area.<\/p>\n

“I think overall in video, our focus now for a couple of years has been and will continue to be premium and getting as much spend out of open exchange as possible and into true premium video,” he says.<\/p>\n

“The kind of stuff that broadcasters or a Pandora or a newspaper company might sell because that’s really the quality content that drives the best engagement when ads are in front of or in the middle of it.”<\/p>\n

In this video interview with Beet.TV, Levinson also says he sees challenges in GDPR and connected TV data sets.<\/p>\n

This video is part of a series covering the IAB Annual Meeting. The series is sponsored by AppNexus. Please visit this page<\/a> for more coverage.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

PALM SPRINGS, Calif —\u00a0When it launched a decade ago, it was purely an analytics suite for cross-platform video publishers. In time, TubeMogul expanded to take on a bigger role powering the advertising that powers video. But now that ‘TubeMogul’ has become Adobe Advertising Cloud, it’s no longer mostly a video advertising company. In mid 2015, […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7049],"tags":[5295,7076],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/50067"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=50067"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/50067\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=50067"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=50067"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=50067"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}