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Summary:

Last month, online video ad network Tremor Media added some mobile capabilities through its acquisition of Transpera. But many former members of the Transpera team are now at Tremor competitor YuMe to help improve its mobile ad platform.

Example of a YuMe mobile video ad

Example of a YuMe mobile video ad

Last month, video ad network Tremor Media added some new mobile capabilities through its acquisition of Transpera, enabling it to serve both online and mobile video ad campaigns. That was mostly a technology buy, and very few Transpera employees stayed on after the deal closed. But now, less than a month after the acquisition, several key members of the Transpera team have re-emerged at Tremor competitor YuMe.

Six former Transpera employees, including mobile engineers, sales and business development execs are now part of the YuMe team. New employees include Transpera founder and chief product officer Frank Barbieri, who joins as SVP of Emerging Platforms, and Chief Architect Sachin Guta, who joins as Principal Engineer. Transpera biz dev Anshu Dua is joining YuMe as VP of Mobile Business Development and sales head Tripp Boyle will join as Sr. Director of Mobile Sales.

The hirings were clearly strategic, as the addition of Transpera execs will put some more heft behind YuMe’s mobile ad platform, particularly as mobile becomes a bigger part of the video ad market. While still tiny compared to online or browser-based video ad sales, mobile will become increasingly important — particularly as smartphone sales outpace PC sales worldwide.

In retrospect, the Transpera acquisition looks like a bit of a fire sale. The startup raised $17.3 million in funding from Flybridge Capital Partners, First Round Capital, Intel Capital, Labrador Ventures, JLA Ventures, Canaan Partners, RBC Venture Partners and the BlackBerry Partners Fund. But a recent SEC filing suggests that Tremor only raised $3.6 million in cash in relation to the Transpera deal, and a spokesperson for Tremor tells us that only four full-time Transpera employees remained on board after the purchase.

Transpera isn’t the only acquisition that Tremor has made recently to add technology; late last year it joined forces with ScanScout, in a deal that it raised $65 million to complete.

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  1. This is a smart move by YuMe for reason’s discussed in this blog post I did last week: http://bit.ly/dL35WR. With media consumption becoming more cross-platform and the technological nuances of delivering video on mobile (HTML5 vs. native apps, iOS vs. Android) being non-trivial, figuring this out sooner rather than later will pay dividends in larger, cross-platform ad buys.

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