Harmelin partners with TubeMogul for programmatic ad strategy
Michelle Clancy
| 23 June 2014
Media buying company Harmelin Media is partnering with TubeMogul to streamline the agency's video advertising.

Harmelin will use TubeMogul's software to help power its in-house programmatic buying team, effectively unifying its TV buying and digital media buying strategies.

The partnership follows on the heels of Harmelin's trial run with TubeMogul's BrandPoint, a solution for accurately planning, buying and measuring digital media on a gross rating point (GRP) or on-target audience basis.

"We're thrilled to partner with Harmelin to streamline their video advertising execution," said Keith Eadie, TubeMogul's CMO. "This move is representative of both Harmelin's commitment to their clients' success as well as their vision for how software can transform advertising."

Harmelin has consolidated more than a dozen video vendors onto a single platform to gain insights on the performance of its direct buys with premium publishers.

"Technological development and a rapidly evolving digital landscape were key factors in establishing our internal programmatic team," said Brad Bernard, vice president of digital media and analytics at Harmelin. "TubeMogul's commitment to robust planning tools, transparency and service set them apart during our evaluation process. It is important to us to have a self-serve solution that we can use to plan, buy and measure media across any device, but it is even more important to us to be able to act on the insights we gain in real-time TubeMogul allows us to do all of that."