• by Tyler Loechner  @mp_tyler, June 27, 2014

TubeMogul is the first buy-side platform to announce it has plugged into Vungle’s new mobile video ad exchange, the companies announced Friday. Other video ad platforms have integrated with Vungle, but have not made the partnerships public.

Vungle, an in-app video ad platform, first announced its intention to launch a mobile video ad exchange after raising $17 million in early February. The partnership marks a public milestone for Vungle as it shifts from a network model to a programmatic exchange model.

TubeMogul is a demand-side platform (DSP) for video advertising. Its clients will now be able to buy in-app video inventory on the Vungle Exchange via real-time bidding (RTB). The video ads on the new exchange are 15 seconds long. Vungle claims the exchange reaches over 100 million unique consumers per month.

“Vungle is bringing scale to automated buying of video ads on smartphones and tablets,” stated Keith Eadie, TubeMogul’s VP of marketing.

Buying mobile video ads via RTB has become increasingly popular the 18 months. A recent Nexage report said that 516% more mobile video ads were available for programmatic buying in Q1 2014 compared to Q1 2013.