Tube Mogul Buys Video Analytics Firm

In this period of doom and gloom, its rare to see a small company being bold enough to make an acquisition. But that’s just what TubeMogul, which operates the web’s most popular online video syndication and tracking service, has done. The Berkeley, California based company has just acquired flash player analytics firm Illumenex. The combination allows TubeMogul to offer a broad range of data tracking to the online video industry.

TubeMogul offers a free service which video producers can use to upload their videos to over 20 video sharing sites. Once the video is live on those sites, TubeMogul can track views, comments and ratings (and for paying users TubeMogul can track demographics and other audience data). Illumenex has a suite of patent-pending tools that track user engagement with online videos. Among the aspects that are measured are how much of a video is watched, which are the most popular segments, when a viewer clicks away, and more. Metrics are available on an individual video basis as well as on a site-wide basis. Illumenenx is able to report on what sites video views are coming from, including referring sites and search terms.

TubeMogul currently has over 40,000 users, ranging from networks and studios such as CBS, to web only video producers and bloggers like “Fred.” Illumenex current clients include Internet TV pioneer Revision3 and comedy site “eBaum’s World.”

TubeMogul CEO Bret Wilson is excited about the combination. He says, “We have overlapping customers that need both distribution and analytics and a combined entity will solve both problems.” Jason Lopatecki, co-founder of Illumenex adds, “We are really two sides of the same product.”

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Bob Heyman