Online video ad company TubeMogul and  Interpublic’s IPG Mediabrands  media agency are cozying up farther. Or rather, their video data are.

The pair announced TubeMogul has been integrated in to IPG’s custom data stack, in what CEO Brett Wilson says adds ” seamless access to private inventory and cross-inventory GRP optimization” … “that enables IPG Mediabrands to execute campaigns that would not have been possible previously”.

Speaking at Beet.TV’s programmatic video leadership summit, presented by SpotXchange and hosted by The Hearst Corporation, Wilson was asked to what extent TubeMogul supports emerging programmatic video buying.

“Ninety percent of our clients are logging in and doing everything themselves,” he said, “so it’s  truly programmatic. ‘Programmatic’ is just a buzzword and sometimes it’s meaningless. It’s not programmatic unless people are logging in, doing it themselves.”

Wilson was interviewed at the summit by Forrester principal analyst Joanna O’Connell, who is leaving to join AdExchanger, it was announced on September 25. This taping took place on September 17.