Dive summary: 

• Both advertisers and publishers have been searching for a planning tool similar to what is available for television; TubeMogul's BrandPoint delivers an ability to plan with predictions on GRPs, demographic ratings, and anticipated CPMs. 
• Although not the first to attempt a TV-like buying process, BrandPoint has come closest to replicating the experience by allowing buyers to tinker with various buying scenarios and see the predicted outcome. 
• TubeMogul is so confident in their predictions that they will cover the costs for publishers that fall short on their OCR guarantees. 

From the article: 

"The push to sell using OCR or VCE, 'is kinda wreaking havoc right now,' said TubeMogul CEO Brett Wilson. 'Publishers are having to over deliver 30 to 40 percent of impressions, and it’s a big planning and buying problem. Publishers are getting screwed. And they only have data after the fact. With this tool, you can really precisely control what you buy.'"