The FINANCIAL — Adobe on December 19 announced the completion of its acquisition of TubeMogul, a leader in video advertising that enables brands and agencies to plan and buy video advertising across desktops, mobile, streaming devices and TVs.
The combination of Adobe and TubeMogul 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. The planned integration with Adobe Audience Manager will allow marketers to unify audience planning and media buying for video advertising, according to Adobe.
“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 maximize their video advertising investments across screens.”
“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.”
“We are excited to enter the next phase of our growth as part of Adobe,” said Brett Wilson, CEO and co-founder of TubeMogul. “Adobe’s commitment to innovation, independence and openness means that marketers can count on software without compromise. 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.”
With the acquisition now closed, Brett Wilson will continue to lead the TubeMogul team and focus on video advertising solutions as an instrumental part of Adobe’s Digital Marketing business. Adobe plans to share the product roadmap for the integration of TubeMogul with Adobe Marketing Cloud at Adobe Summit—The Digital Marketing Conference. The annual event will convene thousands of digital marketing professionals in Las Vegas, Nevada from March 19-23, 2017, to focus on the future of digital marketing and delivering personalized, engaging and consistent customer experiences across devices. To register and for more information about Adobe Summit, visit the conference site.
TubeMogul was previously named a video demand-side platform (DSP) leader by Forrester Research in its report: The Forrester Wave Video Advertising Demand-Side Platforms, Q4 2015. Adobe and TubeMogul share several joint customers that will benefit from TubeMogul’s integration with Adobe Marketing Cloud solutions including Allstate, Johnson & Johnson, Kraft, Liberty Mutual, L’Oréal, Nickelodeon and Southwest Airlines.