Adobe has today completed its $540 million acquisition of TubeMogul.

According to Adobe, the combination of its marketing technology and TubeMogul’s video advertising capabilities will create the first end-to-end independent advertising and data management solution that spans traditional TV and digital formats, simplifying what has been a complex and fragmented process for the world’s biggest brands.

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The planned integration with Adobe Audience Manager will allow marketers to unify audience planning and media buying for video advertising.

“A combined Adobe and TubeMogul is uniquely aligned with advertisers – a neutral, independent partner to streamline buying across channels that doesn’t have direct ownership of media,” said Brett Wilson TubeMogul co-founder and CEO.

As part of the acquisition, Wilson will continue to lead the TubeMogul team as part of Adobe’s Digital Marketing business.

“The addition of TubeMogul will further strengthen Adobe’s leadership in digital marketing and advertising technology,” said Brad Rencher, executive vice president and general manager of Digital Marketing, Adobe. “We are excited to extend Adobe Marketing Cloud’s search, display and social planning and delivery solutions to help our customers maximise their video advertising investments across screens.”

Adobe will share the product roadmap for the integration of TubeMogul with Adobe Marketing Cloud at Adobe Summit—The Digital Marketing Conference held in Las Vegas in March 2017.

Analyst View

“The acquisition of TubeMogul enables Adobe to help marketers navigate the most important development in advertising in 50 years — the dispersal of consumer video consumption beyond live, prime-time television and into mobile video, OTT and other on-demand channels,” said Scott Denne, research analyst with 451 Research. “With an already extensive footprint in digital marketing, the addition of TubeMogul gives Adobe a technology that addresses that largest portion of most marketing budgets—TV advertising—and strengthens Adobe’s pitch to CMOs through an offering that will equip data-driven TV campaigns.”

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