Adobe to Acquire TubeMogul

Adobe is acquiring TubeMogul, provider of a video advertising platform, for approximately $540 million. It will roll the company's product line into its Adobe Marketing Cloud, creating an end-to-end advertising and data management solution that spans TV and digital formats.

Building upon Adobe Media Optimizer, the addition of TubeMogul will enable Adobe's customers to maximize their video advertising investments across desktop, mobile, streaming devices, and TV. TubeMogul's video advertising platform, combined with Adobe Marketing Cloud, will give customers access to first-party data and measurement capabilities from Adobe Audience Manager and Adobe Analytics.

"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, executive vice president and general manager of digital marketing at Adobe, in a statement. "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 long list of joint customers that will benefit from the integration of TubeMogul into Marketing Cloud solutions. Joint customers include Allstate, Johnson & Johnson, Kraft, Liberty Mutual, L'Oréal, Nickelodeon and Southwest Airlines.

"Adobe and TubeMogul share a similar culture and vision for the future of advertising," said Brett Wilson, CEO and co-founder of TubeMogul, in a statement. "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."

Wilson will continue to lead the TubeMogul team as part of Adobe's Digital Marketing business.

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