Advertising software company TubeMogul has finalised a vital partnership with video platform DailyMotion.

The agreement will enable advertisers to purchase Dailymotion’s in-stream inventory and utilise custom audience segments via TubeMogul’s software.

As a result of the deal, TubeMogul has become the first buy-side platform to gain access to Dailymotion’s considerable behavioural and interest-based audience segments. These can be applied over open-exchange inventory or via direct deals with publishers, across desktop, mobile, tablet and connected TV screens.

Moreover, TubeMogul clients will be able to use Dailymotion’s first-party audience data to reach more than 250 million unique viewers per month in over 180 countries.  

Since its launch in 2007, Dailymotion has become one of the biggest video platforms in the world, with 3 billion videos viewed per month. Founded in Paris, the company boasts global partners in more than 15 countries including the US.

Revolutionary advertising

Last year Dailymotion ventured into private programmatic advertising with Dailymotion Exchange (DMX), a premium video exchange which enables agencies and advertisers to create programmatic campaigns for specific audiences.

“We’ve enjoyed a long-standing and successful relationship with Dailymotion and we’re excited to offer advertisers not only the extensive global reach that DMX provides, but also empower them to reach their audience across screens,” said Keith Eadie, chief marketing officer at TubeMogul.

Damien Pigasse, chief revenue officer at Dailymotion, remarked on Tubemogul’s dedication to advertisers, affirming that the company is perfectly suited for a partnership with Dailymotion.

“TubeMogul’s unwavering commitment to advertisers and best-of-breed software platform make them a privileged partner for Dailymotion Exchange… We are very pleased to extend our existing collaboration and help revolutionise brand advertising with new opportunities enabled by audience data.”