ADOTAS – Well, well — look who just found themselves flush with even more funding. After previous rounds of $40 million and $18 million in 2010 and 2009 respectively, video ad network Tremor Media brought home another $37 million in funding, this round led by W Capital Partners. Total funding for the company is now upwards of $115 million.
Tremor CEO Bill Day told AdAge that half the funding would go towards acquisitions — last year the company gobbled up rival ScanScout and in February consumed mobile ad network Transpera. DigiDay is wondering who is left on the auction block — YuMe? BrightRoll? TidalTV? Adap.tv?
Actually, Adap.tv served more video impressions than Tremor (675 million vs. 640 million) in July, according to comScore. Here’s the rest of the rankings:
Interestingly, Day mentioned that Tremor is becoming “more of an analytics company.” In May, the company launched its comprehensive video management platform, Video Hub, stressing the analytics portion, which included real-time campaign reporting.
In addition, Video Hub highlights variables that affect brand lift, purchase intent, engagement and optimal reach versus frequency. Currently only available to Tremor Video partners, the company plans on a full rollout by the year’s end — fueled by this latest round of funding.
So in terms of acquisitions, Tremor might be more likely to eschew a competitor for video tech company that could further bolster its offering. Any way you look at it, a wave of consolidation in the video space seems imminent as the major video ad networks claw for solid positions.
As for an IPO, which Day hinted was a possibility back when Tremor acquired ScanScout, apparently it’s still a possibility for next year, turbulent market or not.
On a side note, Gannett’s PointRoll has formed a strategic alliance with Tremor to offer advertisers an integrated video solution.