Adobe Snaps Up Video Ad Company TubeMogul For £432m

Adobe has made a significiant move in the rapidly growing online video market with the acquisition of TubeMogul for $540 million (£432m)

TubeMogul’s platform streamlines the advertising media planning and buying process across digital channels including traditional television, desktops, mobile and streaming devices. Essentially it offer advertisers a single place to analyse the impact and reach of their campaigns.

Advertising platform

Adobe believes that by bringing this firm in-house, it will be able to offer advertisers “the first end-to-end independent advertising and data management solution that spans TV and digital formats.”

It plans to combine Adobe’s Premiere Pro CC and Primetime products that allow for video content creation and delivery with TubeMogul’s video advertising platform. Indeed, Adobe hopes the deal will simplify what has (until now) been a complex and fragmented process.

And Adobe pointed to the exploding growth of video consumption around the world, which has meant that video advertising is now the fastest growing advertising category.

“Whether it’s episodic TV, indie films or Hollywood blockbusters, video consumption is exploding across every device and brands are following those eyeballs,” said Brad Rencher, general manager of digital marketing at Adobe. “With the acquisition of TubeMogul, Adobe will give customers a ‘one-stop shop’ for video advertising, providing even more strategic value for our Adobe Marketing Cloud customers.”

“Adobe and TubeMogul share a similar culture and vision for the future of advertising,” added Brett Wilson, CEO and co-founder of TubeMogul, who will continue to lead the team as part of Adobe’s Digital Marketing business.

“The combination of Adobe Marketing Cloud with TubeMogul’s software creates a uniquely comprehensive platform that will help marketers always know what’s working – and act on it. We’re thrilled to call Adobe home and believe this will be a great move for our clients, team and shareholders.”

Video Growth

There is little doubt more and more people are consuming video content. And this is prompting more companies to invest in this sector.

Last year for example Facebook acquired QuickFire Networks, a video compression specialist, for an undisclosed amount. And this summer Google acquired Anvato, a video encoding, editing, publishing, and distribution company.

And last month Cisco launched a new system that will automatically close down live streaming pirate networks and the “illegal redistribution of content on the open internet.”

That development comes after it emerged that online video piracy is becoming one of the most significant threats facing Pay TV service providers.

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