After Its Divestiture, The Publicly Traded Tremor Video Rebrands As Telaria

Tremor Video rebranded Tuesday as Telaria and will trade on the New York Stock Exchange as “TLRA” beginning Sept. 26. The move follows the August sale of its buy-side business to mobile ad tech firm Taptica for $50 million.

The company hopes the rebranding will further distinguish Tremor’s sell-side business from the Tremor Video demand-side platform (DSP), said CEO Mark Zagorski.

“We built significant brand equity over the years with the Tremor Video brand, but it also had created a deep resonance in the industry with the buy-side business that we recently sold,” he added. “As we look ahead to our future as an independent … sell-side platform, it was clear that we needed to establish a new identity that represented this focus.”

Tremor noted its stock price has increased 64% since the DSP sale.

The company’s SSP revenue has grown 83% over 12 months, and it expects to be profitable in the second half of the year, the company said. 

“Based on the market reception we have received, it is clear that our clients, partners and investors agree that we are pursuing the right strategy,” Zagorski said. “We have had great feedback across the board since the transaction.”

Since the DSP sale, the remaining buy side of the business has formed deeper relationships with The Trade Desk and other demand partners to access its connected TV inventory through Sling TV, Dish, A+E Networks and other publishers.

Meanwhile, the Tremor Video DSP under Taptica is prioritizing expansion in North America and globally. There are no plans to rebrand the DSP, and it will remain a standalone business for now.

Tremo Video DSP is filling an important hole for Taptica: attracting brand marketer dollars.

Taptica’s specialty was serving performance marketers who might measure on a cost-per-install or cost-per-acquisition model, whereas Tremor Video was more focused on brand outcomes.

About 50% of its impressions are bought on a CPM, while about 50% are based on a deeper metric around performance or viewability, such as cost per viewable complete, said Lauren Wiener, CEO of Tremor Video DSP.

Five years ago, Tremor Video bought predominantly desktop video inventory. But it’s since pivoted to transacting more mobile, in-app and over-the-top (OTT) inventory.

“We had two mobile specialists who were talking to just a few mobile agencies,” Wiener added. “A lot of people didn’t understand what connected TV was and not a lot of people had a Roku.”

Now, more than 50% of Tremor Video DSP’s inventory comes from mobile and in-app video, and OTT is also growing fast.

“I predict desktop video will continue to decrease,” Wiener said, “And OTT and CTV will mimic the growth of mobile as consumption patterns change. We’re looking to accelerate innovation, and our goal is to go to market as a leading video and mobile DSP.”

 

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