Tremor's IPO Is Off to a Bumpy Start, but It's Still Necessary

Company's stock priced below expectations

For its first day on the NYSE, digital video ad network Tremor Video priced its stock at $10—below the $11-13 range predicted by industry analysts—and then the market promptly dropped it 2.5 percent to $9.75. It's been a morning of speculation about the company's future and the trouble with tech IPOs in general, namely that they're too insular and nobody knows the intricacies of how their balance sheets work, even if they have name recognition—which most don't.