• by Tyler Loechner  @mp_tyler, June 25, 2015

YuMe -- once simply called a “video ad network” -- has transitioned over the past two or so years to focus more on programmatic advertising in a bid to keep pace with the digital ad industry as the technology has evolved.

The company on Thursday took its biggest step yet toward embracing programmatic by rolling out a video ad marketplace for buyers and sellers. YuMe says the marketplace is made up of a suite of tools including a demand- and supply-side platform (DSP and SSP), as well as a data management platform (DMP).

Jayant Kadambi, co-founder and CEO of YuMe, said in a statement that the company hopes the new offering helps “capture more TV ad dollars as they are migrating to programmatic digital video.”