Why TubeMogul, Inc. Jumped on Tuesday

Source: TubeMogul.

What's happening: Shares of TubeMogul jumped as much as 10.7% higher on Tuesday. The digital video advertising specialist bounced back from a brutal Monday session, wherein TubeMogul stock closed 7.1% lower after having crashed as much as 14.8% in intra-day action. By 2:20 p.m. Tuesday, TubeMogul stock was up 6.9% from Monday's closing price.

Why it's happening: The radical Monday drop wasn't just a side effect from that day's worries about the Chinese market. Analyst firm First Analysis had also just released a research note on TubeMogul, maintaining an "overweight" rating on the stock but lowering the price target from $21 to $17 per share. The firm didn't offer any detailed reasoning to back up the new rating, but TubeMogul recently boosted its share count. That secondary stock offering put $58 million of new cash in the company's coffers, but diluted the stock by 13%.

Sure, both of First Analysis' prices are far above TubeMogul's current price -- the stock hasn't touched $17 per share since June -- but it's still a negative analyst note with the power to color the market action.

Meanwhile, analyst house Oppenheimer had suggested pouncing on TubeMogul's low prices, calling the stock a top "pullback" opportunity. Oppenheimer sees a global "shift into programmatic video," and TubeMogul is a leader in that space. Like the negative tenor of the First Analysis note pulled TubeMogul's shares down, the Oppenheimer riposte had the opposite effect.

So the day after setting a fresh 52-week low, TubeMogul roared back with a massive jump. The stock still trades 55% below the 52-week highs it set last December, and the young company is still struggling to reach predictably positive earnings. But sales soared 58% higher year over year in the recently reported second quarter.

The article Why TubeMogul, Inc. Jumped on Tuesday originally appeared on Fool.com.

Anders Bylund has no position in any stocks mentioned. The Motley Fool owns and recommends TubeMogul. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.