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§ Private Profile · Emeryville, CA, USA
TubeMogul is a technology company.
TubeMogul delivers an enterprise software platform specifically for brand video advertising. Its core is a video demand-side platform (DSP), providing advertisers integrated tools for digital campaign management. This encompasses real-time media buying, ad serving, and analytics, enabling a unified system to efficiently optimize global video ad spend across diverse online channels.
Founded in 2007 by Brett Wilson, John Hughes, and Mark Rotblat, TubeMogul originated from their MBA studies at the University of California, Berkeley-Haas. Their collaboration on online video monetization formed the initial business concept. An academic business plan victory refined their vision, emphasizing programmatic efficiency and transparency in digital video advertising.
TubeMogul empowers brands and agencies with its platform, offering control and insight into video advertising investments. The company envisions transforming brand engagement via video, advocating a data-driven, transparent, and effective digital approach. It delivers solutions, enabling marketers to master programmatic video complexities.
TubeMogul has raised $54.6M across 6 funding rounds.
TubeMogul has raised $54.6M in total across 6 funding rounds.
TubeMogul has raised $54.6M in total across 6 funding rounds.
TubeMogul's investors include Punit Chiniwalla, Ph.D., Foundation Capital, QED Investors, Trinity Ventures, Tugboat Ventures, Digital Advertising Consortium, Omnibus, Northgate Capital, Howard Lindzon, Combustion Ventures, SV Angel, Chris Yeh.
TubeMogul has raised $54.6M across 6 funding rounds. Most recently, it raised $10.0M Series C in May 2013.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| May 1, 2013 | $10M Series C | Punit Chiniwalla, Ph.d. | Foundation Capital, QED Investors, Trinity Ventures, Tugboat Ventures | Announced |
| Feb 6, 2013 | $1.1M Venture Round | — | Digital Advertising Consortium, Omnibus | Announced |
| Dec 1, 2012 | $29M Series C | Northgate Capital | Foundation Capital, QED Investors, Trinity Ventures, Tugboat Ventures | Announced |
| Oct 1, 2010 | $10M Series B | Foundation Capital | QED Investors, Trinity Ventures, Tugboat Ventures, Howard Lindzon | Announced |
| Mar 1, 2009 | $3M Series B | Trinity Ventures | Combustion Ventures, QED Investors, SV Angel, Tugboat Ventures, Chris YEH | Announced |
| Feb 1, 2008 | $1.5M Series A | Knight's Bridge Capital Partners | — | Announced |
TubeMogul was a technology company that built a pioneering self-serve video demand-side platform (DSP) for online video advertising, enabling advertisers to buy, distribute, track, and optimize video ads across platforms with greater transparency and control.[1][2][3] It served brands, agencies, and advertisers like Lenovo, Unilever, Microsoft, Sony Pictures, Allstate, and Mondelez, solving the problem of opaque "black-box" ad networks by providing analytics, targeting, brand safety, and performance measurement in a fragmented video ecosystem.[1][2][4][5] The company achieved explosive growth—ranking on Inc. 500 (#239 in 2013) and San Francisco Business Times' Fast 100 (#7 in 2011-2012 with 517.7% revenue growth from 2010-2012)—before going public and being acquired by Adobe for $540 million in late 2016, integrating into Adobe's Media Optimizer to bridge TV and digital advertising.[1][3]
TubeMogul was founded in 2007 by Berkeley Haas MBA students Brett Wilson, John Hughes, and Mark Rotblat (all MBA '07), who met in an entrepreneurship class at the Lester Center for Entrepreneurship.[1][3][4] Wilson and Hughes, instant friends with complementary skills—Wilson outgoing and Hughes a "wizard" at building software—brainstormed ideas for over a year before winning the Haas Business Plan Competition (then UC Berkeley's LAUNCH) with a $20,000-$22,500 prize for their online video analytics tool, providing seed funding to launch from Haas' startup incubator.[1][2][3][4] Initially focused on video distribution and performance tracking amid early online video growth (e.g., iPhone launch, YouTube acquisition), they pivoted in 2011 to a DSP based on agency feedback, addressing ad buying inefficiencies in a TV-dominated market where only 9% of U.S. consumers watched daily online video.[2][3][4]
TubeMogul rode the explosive rise of programmatic video advertising and online video consumption, timing its 2011 DSP launch with shifts like smartphone proliferation, social media openness, and YouTube's dominance, disrupting ad buying as one of the last tech-untouched industries.[1][2][4] Market forces favoring transparency, data-driven optimization, and digital-TV convergence propelled it, as advertisers sought scalable, verifiable video amid blurring media lines.[1][2] It influenced the ecosystem by normalizing self-serve software for ad execution, paving the way for Adobe's enhanced offerings post-acquisition and global adoption (e.g., Japan entry), while validating Berkeley Haas as an entrepreneurship hub.[3][5]
Post-2016 Adobe acquisition, TubeMogul's technology evolved within Adobe Advertising Cloud, advancing AI-driven, cross-channel video optimization amid ongoing programmatic growth and connected TV surges.[1][2] Trends like privacy-first advertising, shoppable video, and hyperscale streaming will shape its legacy, potentially amplifying Adobe's dominance in unified media platforms. Its influence endures as a blueprint for transparency-first ad tech, from startup pivot to enterprise scale—echoing how early vision in a nascent video era built enduring control for advertisers.[1][2]