-->

Adobe Will Acquire Video Advertising DSP TubeMogul for $540M

Article Featured Image

Adobe furthered its drive into video advertising today with the announcement that it's buying video advertising demand-side platform (DSP) TubeMogul for $540 million. Adobe will pick up all outstanding TubeMogul common stock for $14 per share, and expects the deal to close in the first quarter of 2017.

By acquiring TubeMogul, Adobe can help customers plan advertising investments across desktop, mobile, and television. A demand-side platform lets advertisers make purchases across multiple ad exchanges using sophisticated targeting and automated buying. Adobe notes that it will create an end-to-end advertising and data management solution for both TV and digital. The two companies already share several customers, including Allstate, Johnson & Johnson, Kraft, Liberty Mutual, L’Oréal, and Nickelodeon.

The combined offering will bring first-party data from Adobe to TubeMogul's platform. The solution is independent, meaning that it doesn't have direct ownership over the media or content, and so can remain neutral about offerings.

"We believe this is a great move for our shareholders, team, and — especially — our clients," said TubeMogul CEO Brett Wilson in a blog post. "Adobe and TubeMogul will provide a unified advertising and data management solution that enables brands to precisely identify the right segments and plan, execute, and measure paid media across any device."

Streaming Covers
Free
for qualified subscribers
Subscribe Now Current Issue Past Issues
Related Articles

Group Nine Acquiring Popsugar, Adding Scale and a New Demographic

Group Nine announced it will acquire Popsugar, which will help it grow reach for advertisers and tap into a new, largely female audience.

Adobe Unveils a Variety of Video Editing Tools Ahead of NAB Show

With an emphasis on creating strong viewer experiences and serving files to multiple platforms, Adobe kicks off NAB.

Adobe Sees Massive TV Everywhere Growth From Single Sign-On

When pay TV subscribers don't need to hunt for their authentication credentials, they watch more TVE content. A lot more, Adobe reports.

TV Everywhere at All-Time High: 20.5% Watch TVE Content Monthly

Living room streaming is on the rise, finds Adobe, while mobile and web browsers are declining. Get an exclusive first look at Adobe's latest report.

Dutch Telecom Altice Acquiring Video Advertiser Teads for $308M

Merging video publishing and video advertising on a global scale, the purchase will create a powerhouse for reaching targeted consumers on any screen.

Find an Audience: Adobe Debuts the Social Publishing Panel

Premiere Pro video editors now have a built-in tool that takes the difficulty out of multi-platform posting and building a following online.

TV Everywhere Viewers Typically Watch From One Location: Adobe

The popular image of TVE viewers signing in and viewing shows from any location doesn't match reality. Most viewers are creatures of habit.

Videoplaza and TubeMogul Announce Programmatic Ad Marketplace

2015 should be a strong year for programmatic digital video ad buying, with TV ad budgets finally shifting to online content.

TubeMogul Files for IPO, Aims to Raise $75M

Big money public offerings and acquisitions continue to dominate the online video ad market, with TubeMogul the latest.