By integrating their InPlay technology with outside services TubeMogul is now able to standardize the collection of metrics about how many people are watching videos, for how long, and from where. Many of the more advanced metrics offered by the company's software were previously only available to customers who hosted their own video, but the new integrations make detailed viewership stats more universally available to publishers.
That's good news for publishers, because figuring out exactly how many times your video was viewed, and on which sites viewers are the most engaged has always been a tricky prospect for a couple of reasons. First, the definition of what constitutes a view varies from site to site, and second, the quality and type of available metrics vary widely on each site as well. TubeMogul hopes that today's launch will change all that.
The new service is free for non-commercial users, which encompasses most of the over 85,000 publishers using TubeMogul. Unfortunately, InPlay doesn't integrate with the web's biggest video sharing sites: YouTube, MySpace, Hulu, and Yahoo! Video. Still, standardizing video analytics across even a handful of smaller sites will be very helpful for many web video publishers, and if TubeMogul can attract some big time publishers it may be able to reel in a couple of the bigger video sites behind them
