NEW YORK (TheStreet) -- TubeMogul (TUBE) shares are rallying 6.95% to $14 on Thursday after analysts at JPMorgan initiated coverage of the company with an "overweight" rating and a $20 price target.

The company will help drive brand video advertising online through its self-serve software solution, called "Platform Direct-PD," the firm said.

This platform will enable efficient programmatic buying of cross-screen video inventory and removes a number of key pain points for advertisers, analysts added. 

Separately, the company last month announced the pricing of its public offering of 5.2 million shares at a price of $15.75.

TubeMogul operates as an enterprise software company for digital branding, offering a cloud-based platform that enables advertisers to plan, buy, measure, and optimize video advertising spend from a single platform.

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