NEW YORK (TheStreet) -- Shares of TubeMogul (TUBE) were falling 6% to $15.52 on heavy trading volume Thursday after the software company prices the 5,263,246 shares of common stock in its follow-on offering.

TubeMogul priced the 5,263,246 shares of common stock in the offering at $15.75 a share. The company will sell 3.5 million shares in the offering, with selling stockholders offering the remaining 1,763,246 shares in the offering.

The software company granted the underwriters of the offering a 30-day option to buy up to 789,486 additional shares of common stock.

TubeMogul will not receive any proceeds from the 1,763,246 shares sold by the selling stockholders in the offering.

About 1.9 million shares of TubeMogul were traded by 10:44 a.m. Thursday, above the company's average trading volume of about 283,000 shares a day.

TUBE data by YCharts

Image placeholder title