Adobe turbocharges its multi-platform video ad capability with TubeMogul purchase

Adobe is boosting its commitment to multi-platform video ads with its announcement yesterday that it has agreed to buy programmatic video ad platform TubeMogul.

The price is about $540 million, or $14 per share. The Emeryville, California-based TubeMogul offers a demand-side platform (DSP) that enables the planning and buying of video ads on all platforms, including TVs as well as desktops and mobile.

In its announcement, Adobe said the acquisition “will create the first end-to-end independent advertising and data management solution that spans TV and digital format, simplifying what has been a complex and fragmented process for the world’s biggest brands.”

More specifically, Adobe EVP and GM of digital marketing Brad Rencher said that the acquisition allows Adobe to now offer a “one-stop shop” across platforms.

[Read the full article on MarTech Today.]

About The Author

Barry Levine

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

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