• by Tyler Loechner  @mp_tyler, July 7, 2014

TubeMogul, a programmatic video ad platform, has again updated its S-1 filing with the United States Securities and Exchange Commission, per Amendment No. 3 to TubeMogul’s Form S-1.

The updated S-1 notes that the public offering price of TubeMogul is expected to be between $11 and $13 per share. The number of common shares available -- but not necessarily the number of shares that will be sold to the public -- has also been revealed: 6,250,000.

If TubeMogul were to sell all 6.25 million shares at about $12 per share, that would equate to $75 million raised, which is what the company was aiming for when it filed to go public back in March.

There will be 28,685,816 shares outstanding after the IPO, per the S-1. If the shares trade at $13 each, TubeMogul's market cap would be just under $373 million. 

It’s unknown how the 6.25 million shares will be divvied up between the underwriters and the open market, but the underwriters may purchase up to an additional 937,500 shares from TubeMogul, at the IPO price, less the underwriting discount, for 30 days after the date of TubeMogul’s official IPO, per the S-1. To be clear, those potential 937,500 shares would be in addition to the 6.25 million initial shares.

The S-1 form has also been updated to include the following information:

“Entities affiliated with Foundation Capital, LLC, a holder of more than 5% of our common stock and an affiliate of a member of our board of directors, have indicated an interest in purchasing up to an aggregate of $20.0 million in shares of our common stock in this offering at the initial public offering price. However, because this indication of interest is not a binding agreement or commitment to purchase, the underwriters could determine to sell more, less or no shares to the entities affiliated with Foundation Capital, LLC and such entities could determine to purchase more, less or no shares in this offering. The underwriters will receive the same discount on any shares of our common stock purchased by such entities as they will from any other shares of our common stock sold to the public in this offering.”

The underwriters include BofA Merrill Lynch, Citigroup, RBC Capital Markets, BMO Capital Markets, and Oppenheimer & Co.