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Ad Tech Firm TubeMogul Helps Brands Buy Programmatic Video Ads From Univision, A+E, Discovery

The ad technology company TubeMogul TUBE 3.96 % has introduced a new product designed to help marketers buy Web video ads using automated software, but only with big-name, trusted publishers.

The new product, Select Access, is aimed at satisfying the fast-growing demand for what the ad industry has termed “programmatic direct,” the practice of using data and software to buy ads aimed at specific people—but through direct deals with specific media companies.

To date, programmatic advertising has generally been associated with marketers buying ads on hundreds of thousands of sites at once via ad networks and exchanges. But these days, more advertisers are looking to incorporate the best of programmatic advertising—increased targeting precision and reduced workflow---while maintaining the comfort and sense of control that comes from buying ads directly from a trusted partner.

eMarketer predicts that more than half of programmatic ad buys involve a direct relationship between ad buyer and...