In part, Tremor's growth may have stalled as it sought to reduce its reliance on lower-cost in-banner video ads to more brand-friendly, and it hopes, more lucrative, in-stream ads. Revenue from in-stream video ads was up last year by 32.1% to $99.7 million.
In addition, the company is adding more analytics for agencies and marketers via its two-year-old VideoHub business. By keeping that business separate from its publisher-facing ad network, Tremor hopes to avoid the skepticism about conflicting interests that plague other video companies that are trying to set themselves up as end-to-end marketplaces for buyers and sellers, such as BrightRoll, SpotXchange and Adap.tv.
Nevertheless, Tremor is still lagging when it comes to its share of the video market. According to comScore's May online video rankings, which measures companies' total number of video ads, minutes, frequency and reach, Tremor comes in eighth, behind BrightRoll, Google/YouTube, LiveRail, Adap.tv, Hulu, Specific Media and TubeMogul. It is ahead of Videology and AOL. Generally speaking, digital video ad spending shows no signs of slowing down, as eMarketer estimates video ad expenditures in the US will rise 41.4% to $4.09 billion in 2013, up from $2.89 billion last year.
Still, given the fanfare that greeted IPOs such as Facebook's and Groupons, and the resulting disappointment shortly thereafter, by going public with fairly low expectations, the lack of hype surrounding Tremor's entry into the NYSE may help ease some of the usual pressures that come after the bell signalling the start of trading is rung.