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.
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Author: Barry Levine