Hulu Is Partnering With Tremor Video to Buy and Sell Cross-Screen Video Advertising

They will offer advertisers more choice and control

Hulu chose Tremor's sell-side platform to power its Advanced TV advertising. - Credit by Getty Images
Headshot of A.J. Katz

Tremor Video, a buying and selling platform for video advertising, and streaming juggernaut Hulu announced Thursday that Hulu has selected Tremor’s sell-side platform to power its Advanced TV advertising across desktop, mobile and streaming devices.

Via Tremor’s platform, Hulu is bolstering its Advanced TV efforts by providing advertisers access to its massive library of premium, long-form video content in the protected infrastructure of a private marketplace. As the buying and selling of premium, long-form content continues to automate and dramatically scale, Tremor and Hulu will work in tandem to offer advertisers more choice and control over their automated transactions.

“We are incredibly excited to be working with Hulu as they are on the forefront of the future of the Advanced TV ecosystem,” said Paul Caine, interim chief executive officer of Tremor Video. “Hulu’s confidence in Tremor Video speaks to the best-in-class Seller Platform that we’ve built and the quality of our engineering and customer service teams. We are very proud to be working with Hulu as we continue to innovate and build solutions that advance the video advertising industry.”

Doug Fleming, head of Advanced TV for Hulu, said: “After a thorough marketplace review, we selected Tremor Video to help Hulu bring digital automation across screens. Tremor Video not only understood our Advanced TV vision but customized their supply-side technology to meet our specific marketplace requirements. Tremor Video is an important component of Hulu’s Advanced TV offering, providing advertisers with the choice to leverage more automation to deliver the ad experience viewers prefer. “

Hulu isn’t the first direct-to-consumer streaming service to partner with Tremor Video. According to a report in Multichannel News, Tremor has worked with Sling TV, Dish Network’s OTT service, on a programmatic ad offering that started during the men’s NCAA Tournament.

“Because of this new paradigm, the NCAA Tournament brought with it a 51 percent jump in programmatic sales for Sling TV,” said Adam Lowy, gm of Advanced TV, digital and analytics at Dish Media Sales.

Sling’s sharp rise in ad sales revenue during the tournament apparently influenced the company to continue its partnership with Tremor for Sling’s coverage of the NBA playoffs.

@ajkatztv A.J. Katz is the senior editor of Adweek's TVNewser.
Publish date: April 21, 2017 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT