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Adobe Acquires TubeMogul for $540m

Alex Spencer

Adobe TubeMogul

Adobe has acquired video ad firm TubeMogul for approximately $540m (£433m), under a deal which will see Adobe buy all of TubeMogul's outstanding common stock for $14 per share.

TubeMogul's DSP (Demand-Side Platform) enables planning and buying of video advertising across desktops, mobile, streaming devices and TVs. Combined with Adobe Marketing Cloud, it will also offer customers access to first-party data and measurement capabilities from Adobe's Audience Manager and Analytics products.

The acquisition, according to Adobe, will create 'the first end-to-end independent advertising and data management solution that spans TV and digital formats' and strengthen Adobe's position in the digital marketing and ad tech space.

The company be integrated into Adobe’s Digital Marketing business, lead by current CEO Brett Wilson.

“Video consumption is exploding across every device and brands are following those eyeballs,” said Brad Rencher, executive vice president and general manager, digital marketing, Adobe. “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 already share a number of joint customers including Johnson & Johnson, Kraft, L’Oréal, Nickelodeon and Southwest Airlines.

The acquisition is expected to close during Q1 2017.