Tremor Video Rebrands as Telaria, a Leading Independent Sell-Side Software Platform Focused on Video Everywhere

Will Trade as NYSE: TLRA on September 26, 2017

NEW YORK–(BUSINESS WIRE)–Tremor Video (NYSE:TRMR), a leading video monetization software company, today announced that it has changed its name to Telaria, Inc. The company will trade under a new NYSE ticker symbol, “TLRA,” starting on September 26, 2017. This change, which also includes a new corporate logo and brand platform, is a reflection of the Company’s recently announced, focused strategy as a fully programmatic, sell-side software platform for premium video partners, and as a leader in Connected TV/OTT. Telaria will continue to be the essential data-enriched platform to monetize and manage video inventory with the greatest speed, control, and transparency, wherever and however audiences are watching.

“Changing our name to Telaria is another important step in the evolution of our company and our drive to elevate the performance of our premium video partners,” said Mark Zagorski, Chief Executive Officer of Telaria. “With our platform’s unparalleled speed, diagnostic capabilities, and complete pricing transparency, our publisher clients have never been better positioned to unlock the full value of their video content.”

Jennifer Catto, Chief Marketing Officer of Telaria said, “Our new logo and brand identity convey the dynamism and leadership role our company plays within this fast-moving industry. Our new name is our derivation of the Greek Talaria, which are the winged sandals that carried Hermes, the messenger of the gods, through space. It reflects our belief that advertising technology needs to be fast and frictionless in order to lift our clients towards their goals.”

Common stock will continue to trade under ticker symbol “TRMR” on the NYSE until market close on September 25, 2017. Trading on NYSE under the Telaria name and ticker symbol “TLRA” (NYSE: TLRA) will begin at market open on September 26, 2017.

  • The Company’s new website address has been changed to www.Telaria.com.
  • Telaria will debut the new brand at the dmexco Conference September 13- 14th where it will be featured in Hall 6, and where CEO Mark Zagorski will be participating in an IBM thinkLeaders Panel.
  • On September 26th, from 12:30 PM ET to 4:00 PM ET, Telaria executives will host an analyst and investor day to present the Company’s strategy and financial outlook. The event will be broadcast live and can be accessed on Telaria’s Investor Relations website.

About Telaria

Telaria (NYSE: TRMR), (formerly Tremor Video), is the leading independent data-driven software platform built to monetize and manage premium video inventory with the greatest speed, control, and transparency, wherever and however audiences are watching.

Contacts

Telaria, Inc.
Investor Relations
Andrew Posen, 212-792-2315
IR@Telaria.com
or
Media
Lekha Rao, 646-226-0254
lrao@Telaria.com

Tremor Video Adds Significant Curated Premium CTV/OTT Inventory to The Trade Desk’s Platform

This is the post excerpt.

Event Recap: The Video Evolution

On Tuesday 29th August, Tremor Video Australia assembled over 130 industry leaders at the Shangri-La in Sydney to discuss the rapidly changing video landscape, alongside emerging opportunities presented by the shifting viewing habits of Australian audiences.

The Video Evolution was the third part of our global Tremor Video Summit Series: a succession of events raising industry questions that no one wants to ask, but are eager to talk about. No sales pitches, just interesting conversations on hot topics.

Panel One – What is Premium?
The first panel featured experts from Ikon, Adobe, Yahoo!7 and News Corp aiming to answer the deceptively complex question, “What is Premium?”. All panellists were in agreement that premium is broadly defined as something which features quality production and content, but there were some differing opinions from the publisher and buy side on whether brand safety should be included in this definition or whether it was an entirely separate topic to be managed and defined specifically by each client or advertiser.

The other main debate surrounded viewability and the industry’s reliance on VPAID technology to measure it, which can often cut out large chunks of a broadcaster’s supply. The general consensus was that common sense must be applied alongside measurement tools to overcome measurement shortcomings – especially around mobile app and CTV supply.

Panel Two – Adapting to a New Wave of Audience Behaviour
Panel number two discussed the opportunity programmatic presents when looking at inventory spikes, against the norm of even daily delivery which is generally expected by buyers. Panellists from Fairfax, MCN and Seven West Media all expressed their wish to push the industry to become more communicative and flexible when it comes to spikes in supply. Both Jonathan Munschi from SWM and Tori Benzie from MCN revealed an emerging trend, whereby the scale of digital broadcast volumes are starting to influence programming decisions. They also confirmed that consumption habits across connected screens, such as bingeing on content late at night, are inherently different from those which have previously been seen on linear TV.

On the buy side, Mitch Waters from The Trade Desk agreed with the benefit of accessing spikes and recommended that buyers employ time targeting to hit the right user when they are most engaged. From Cadreon, Flaminia Sapori talked about the linear way in which campaigns are currently planned and how it is hard to justify moving outside the boundaries that are set in planning. Despite these challenges, she and her team balance human intervention with technology, including implementing alternative delivery methods to better take advantage of these spikes.

IAB: Connected TV White Paper and Panel
The final panel, which was hosted by the IAB, focused on the IAB’s White Paper – Connected TV: The New Era of Television, which Tremor video are proud to have contributed to. The session looked at CTV’s exponential growth, ambitions for the platform in the future, and challenges that the industry is facing. Juliette Stead, VP APAC from Tremor Video, presented the first party data from Australia’s main FTA broadcasters. Connected TV already makes up ~35% of broadcasters’ online video supply in Australia and grew 350% from the start of 2016 to March 2017. OTT devices have led much of that growth, with a 400% increase in OTT device delivered streams over the same period. Vijay, IAB Australia’s CEO, talked about how the power of digital, alongside traditional TV viewing makes Connected TV the ultimate experience for consumers and advertisers alike.

The panel, featuring SBS, Nine, Tremor Video, the IAB and Amnet sought to discuss the findings and identify how we can make the most of this opportunity over the next 6 – 12 months. Hayley Cameron from SBS talked about the chaotic success that was Handmaid’s Tale (launched on SBS On Demand, before broadcast), which both identified the potential that connected TV has and how quickly audiences have shifted, but also the number of challenges that still stand in making connected TV a polished product.

Meanwhile, Niamh from Nine echoed sentiments from the earlier panel, that some programs, particularly those that skew to a younger audience, were starting to perform significantly better across digital than when aired on linear TV. Rich Wheeler from Amnet explained how connected TV is an easy sell into advertisers, however the development of a universal currency across both linear and digital it what will truly drive greater buyer input.

 

Thank you to everyone who attended, the IAB for launching the Connected TV White Paper at the event, and to all the panellists who helped facilitate an amazing afternoon!

The Problem With Safeguards Defining Success

The online video market is undergoing a transformation in 2017 as it becomes more central to both publishers & advertisers overall strategies. In Australia, Zenith Media estimates advertising spend on digital video will grow by 45% this year, which will bring it to almost a quarter of total screen ad spend (i.e. traditional TV budgets). This would’ve been unfathomable just a few years ago. Foreseeing this growth, publishers are rapidly expanding their offerings to include new formats (outstream, vertical video, 6” bumpers) and across all devices (Desktop, Mobile Web, Mobile App, Smart TV’s, Gaming Consoles, OTT Devices) to ensure that their audience can access their content when they want, how they want and still have a great experience. Facebook, Snapchat and Twitter are all making longform video plays, Nine recently hit 4 million registered users in just 18 months while Seven is just about to create a new, 100% owned Catch Up TV platform equipped for the digital era. Put simply, there is now more video content online in more formats and on more devices than ever.

As with any large, maturing market, the growth has not come without it’s challenges. High profile stories around advertising appearing next to extremist or violent content on YouTube and Facebook rolled on throughout early 2017, which not only affected these platforms but the entire online video market. The digital ad space also hit headlines in late 2016, when Integral Ad Science proclaimed that more than 50% of digital ads are “unseen” or “not viewable”. Anti-digital campaigners took these headlines with glee and used a brush to tar the entire industry as “dodgy”, “overrated” and as one prominent personality in the Australian market put it “bullsh*t”.

The result of this was twofold. In the short term, some digital budgets were shifted away entirely, in some cases back to the traditional mediums such as TV, Radio and Newspapers. What was more damaging and less clear however, was the paradigm shift that the industry saw when defining success. For advertisers and agencies who had seen others burnt by these high profile digital blunders, the answer was not to use their own knowledge and experience to either trust or re-evaluate the tech partners they utilised or the publishers they bought from. The answer was to blindly make brand safety and viewability ubiquitous with all campaigns and digital buys – in many cases, making these the sole definition of a job well done.

The problem with making these metrics as the beacon of a successful campaign for anyone in ad-tech is that these are inherently safeguards, a sign that the campaign ran safely and nothing more. It does not place any value on the quality of the publisher, the audience reached or the relevance of the environment in which they were reached. In addition to this, many of the measurement vendors who provide these services have limitations in their technology that cause them to rely heavily on VPAID. Advertisers likely don’t even realise the effect this has on their campaigns. Wrapping a creative in VPAID not only adds latency (ironically, decreasing viewability) but also renders the buy incompatible with Mobile App and Connected TV, which are not only the fastest growing screens, but also environments where an ad is likely to run full screen, with minimal clutter and on long form content. Of course an ad should run in a viewable, brand-safe environment, but is this the depth of a campaigns ambitions?

These metrics are both easily controllable without the need to make them a KPI. Buying from premium publishers that you know and trust means that if you want to get an understanding of the viewability or brand safety of the environment, all you need to do is go to their webpage or app and experience it for yourself. Furthermore, negative keyword targeting is virtually standard on every buying platform in market, so if this was not being done effectively, then questions need to be asked. Developments around the implementation of ads.txt should also help with cleaning up the murky underbelly of network reselling and fraudulent supply ecosystem, which will create a far more transparent supply chain, increase buyer confidence and create more value for publishers with premium, quality supply.

Every day, more video content is being consumed digitally, technology partners are making improvements to enhance user experience, creative agencies are developing innovate new ways to engage and attract their audiences not just on desktop, but across mobile too. Perhaps most exciting of all is the transformation that’s taking place in the living room, with broadcast and sports content increasing being consumed via IPs rather than free-to-air. This will open up a whole new world which is already taking shape, where brands can utilise data to engage their customers on what has always been the premier household screen. If we can properly define success, applying common sense alongside data to tell a story, we can start rewarding innovative campaigns which truly connect with audiences rather than just churning out metrics which prove we averted disaster.

Telaria to Host Analyst and Investor Day on September 26, 2017

NEW YORK–(BUSINESS WIRE)–Tremor Video (NYSE:TRMR), a leading video monetization software company, today announced that it will host an analyst and investor day on September 26, 2017 from 12:30 PM ET to 4:00 PM ET. Tremor Video CEO Mark Zagorski, CFO John Rego, and other executives will present the Company’s strategy and financial outlook. The afternoon will also include a fireside chat with two premium partners.

The event will be broadcast live and can be accessed on Tremor Video’s Investor Relations website.

About Tremor Video

Tremor Video (NYSE: TRMR) is a video monetization software company that helps premium publishers maximize advertising return across mobile, desktop, and OTT video inventory, providing greater control, transparency, safety and effectiveness.

 

Contacts:

Investor Relations
Andrew Posen, 212-792-2315
IR@TremorVideo.com
or
Media
Lekha Rao, 646-226-0254
lrao@tremorvideo.com

Tremor Video Names Doug Campbell as Chief Strategy Officer

NEW YORK–(BUSINESS WIRE)–Tremor Video (NYSE: TRMR), a leading video monetization software company, today announced that Doug Campbell has joined the company as Chief Strategy Officer. Mr. Campbell will report to Chief Executive Officer Mark Zagorski.

With over 25 years of experience in growing profitable digital businesses, Mr. Campbell is responsible for identifying, evaluating and implementing new strategic opportunities that align with Tremor Video’s business objectives and growth initiatives. Mr. Campbell will also be responsible for leading acquisitions, growth and strategy development across the company’s business.

Most recently, Mr. Campbell was a Senior Vice President of Strategy and Corporate Development at Nielsen, a global measurement and data analytics company, where he helped to define and drive strategic growth organically as well as through M&A. Prior to Nielsen, Mr. Campbell was the Chief Operating Officer of eXelate where he helped increase revenue tenfold, and led operations including sales, data science and the data exchange business. Mr. Campbell led the sale of eXelate to Nielsen in March 2015.

Mark Zagorski, CEO of Tremor Video said, “I am delighted to welcome Doug to the Tremor Video team. This is an exciting time for our company as we pursue our future as a fully programmatic pure play video Supply Side Platform. Doug’s success in creating value at his previous companies gives me confidence that he will play a similar role at Tremor Video, especially as the markets shift to OTT and CTV and we direct our energies and focus towards that dynamic future.”

“I’m thrilled to be joining Tremor Video during this time of incredible growth and market opportunity. Tremor’s superior technology, the strong relationships with leading video and broadcast publishers, and the value we bring to agencies and brands are foundational for developing the next generation technology platform for video,” Doug Campbell said. “I’m looking forward to working with Mark and the leadership team to build on their successes driving innovation for our customers and growth for our stakeholders.”

Prior to joining eXelate, Mr. Campbell worked at Merrill Lynch as an investment banker and at WorldNow, a provider of technology applications and revenue solutions for television broadcast, as a Senior Vice President responsible for Strategic Development, Mobile and Local Advertising. Mr. Campbell holds a B.A. in Accounting and Economics from the University of Pennsylvania as well as an MBA from Columbia University.

About Tremor Video

Tremor Video (NYSE: TRMR) is a video monetization software company that helps premium publishers maximize advertising return across mobile, desktop, and OTT video inventory, providing greater control, transparency, safety and effectiveness.

 

Contacts:

Tremor Video
Media
Lekha Rao, 646-226-0254
lrao@tremorvideo.com
Or
Investor Relations
Andrew Posen, 212-792-2315
IR@TremorVideo.com

Event Recap: Gaming is the Next TV

Last week, we hosted a summit at the beautiful Greystone Mansion in Beverly Hills. Our goal: take stock of the intersection between mobile gaming and advertising.

Gaming is the Next TV was part of our Focus Summit Series: a series of events raising industry questions that no one wants to ask, but are eager to talk about. No sales pitches, just interesting conversation on hot topics.

A packed agenda, we covered everything from the shift of gamer sterotypes, to the Times Square Naked Cowboy, proprietary Tremor research, and how advertisers can capitailize on the growing world of gamers via mobile devices. Then finally, cocktails and champagne on the mansion terrace overlooking the city of Los Angeles. Not a bad way to spend an August afternoon!

To read more about the event go to Digiday.

Tremor Video Focuses Business as Pure-Play Sell Side Software Platform; Sells Buyer Platform to Taptica for $50MM.

NEW YORK–(BUSINESS WIRE)–Tremor Video (NYSE:TRMR), a leading video monetization software company, announced today that it has agreed to sell its buyer platform to Taptica International, Ltd (AIM: TAP), a global mobile advertising technology platform, for total consideration of $50 million, subject to adjustments set forth in the acquisition agreement. The transaction is expected to close today August 7, 2017.

Transaction Highlights

  • Tremor Video is now a fully programmatic self-service platform for premium video partners.
  • Focuses resources to further expand leadership position in Connected TV and OTT.
  • Provides additional capital for strategic international investment across global sell side portfolio.
  • Eliminates any perceived friction with third party demand partners.

“Today we are at a significant inflection point for Tremor Video,” said Paul Caine, Chairman of the Board. “The sale of our buyer platform allows us to focus our investment on the biggest growth-driver of our business. As consumers continue to shift their viewing behavior towards digital video and OTT, we believe there is a large market opportunity to capitalize on these trends as the leading pure-play video SSP.”

Mark Zagorski, CEO, Tremor Video said, “The transaction provides a clear path to accelerate the expansion of our SSP, which has experienced significant growth since its introduction and triple digit growth year-over-year. This strategic decision positions us even more advantageously with premium video publishers and leading DSPs to support the evolution of video advertising by developing the next generation of software and services for premium video content creators across all devices and formats.” Mr. Zagorski added, “Our heritage of excellence, innovation and delivering for our clients will continue to be central to the future of Tremor as we move forward with formidable focus and firepower to invest and enhance our platform.”

Paul Caine added, “The demand business is in great hands with Taptica and we look forward to working with them in the future.”

The Raine Group acted as exclusive financial advisor on the deal and Cooley LLP acted as legal counsel to Tremor Video in connection with this transaction.

RBC Capital Markets acted as exclusive financial advisor and Naschitz, Brandes, Amir & Co. acted as legal counsel to Taptica in connection with this transaction.

Conference Call and Webcast: Tremor Video will host a conference call today at 9:00 a.m. ET to discuss the transaction. A live webcast of the event will be available on the Tremor Video Investor Relations website at http://investor.tremorvideo.com. A live domestic dial-in is available at (877) 407-9039 or internationally at (201) 689-8470. Until August 14, 2017, a domestic replay will be available at (844) 512-2921 or internationally at (412) 317-6671, using passcode (13668577), and via webcast on the Tremor Video Investor Relations website.

About Tremor Video

Tremor Video (NYSE: TRMR) is a video monetization software company that helps premium publishers maximize advertising return across mobile, desktop, and OTT video inventory, providing greater control, transparency, safety and effectiveness.

Safe Harbor Statement

This press release includes forward-looking statements within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended. These forward-looking statements include, but are not limited to, all statements regarding the Company’s ability to realize the anticipated benefits and strategic gains from the transaction and receipt of the sale proceeds, all statements regarding the Company’s expected future financial position, results of operations, cash flows, business strategy, competitive positions, growth opportunities, plans and objectives of management, and statements containing words such as “anticipate,” “approximate,” “believe,” “plan,” “estimate,” “expect,” “project,” “could,” “would,” “should,” “will,” “intend,” “hope,” “may,” “potential,” “upside,” and other similar expressions. Statements in this press release concerning the Company’s business outlook or future economic performance, revenues, expenses, or other financial items, together with other statements that are not historical facts, are forward-looking statements that are estimates reflecting the best judgment of the Company based upon currently available information.

Such forward-looking statements are inherently uncertain, and stockholders and other potential investors must recognize that actual results may differ materially from the Company’s expectations as a result of a variety of factors. Such forward-looking statements are based upon management’s current expectations and include known and unknown risks, uncertainties and other factors, many of which the Company is unable to predict or control, that may cause the Company’s actual results, performance, or plans to differ materially from any future results, performance or plans expressed or implied by such forward-looking statements. These statements involve risks, uncertainties, and other factors detailed from time to time in the Company’s Annual Report on Form 10-K, Quarterly Reports on Form 10-Q and Current Reports on Form 8-K filed with the Securities and Exchange Commission.

Many of these factors are beyond the Company’s control. The Company cautions investors that any forward-looking statements made by the Company are not guarantees of future performance. The Company disclaims any obligation to update any such factors or to announce publicly the results of any revisions to any of the forward-looking statements to reflect future events or developments.

Other important risk factors are discussed in Tremor Video’s Form 10-K filed March 10, 2017 with the Securities and Exchange Commission (“SEC”), and in subsequent filings of periodic reports with the SEC. The risk factors discussed in the Form 10-K and subsequently filed periodic reports under the heading “Risk Factors” are specifically incorporated by reference in this press release. Forward-looking statements are based on current expectations and speak only as of the date of such statements. Tremor Video undertakes no obligation to publicly update or revise any forward-looking statement, whether as a result of future events, new information, or otherwise.

 

Contact:

Tremor Video

Investor Relations:
Andrew Posen, 212-792-2315
IR@TremorVideo.com
or
John Rego, 732-910-5720
jrego@TremorVideo.com
or
Media:
Lekha Rao, 646-226-0254
lrao@tremorvideo.com