Adobe buys video ad tech firm TubeMogul for $540m

Adobe has agreed to buy TubeMogul, which makes software allowing brands and agencies to plan and buy video advertising, for $540m (£433m).

Adobe buys video ad tech firm TubeMogul for $540m

Adobe sees value in combining TubeMogul with its video creation and delivery software and its Marketing Cloud services.

It claimed it would be able to create "the first end-to-end independent advertising and data management solution that spans TV and digital formats, simplifying what has been a complex and fragmented process for the world’s biggest brands".

Among the customers the two companies share are Johnson & Johnson, Kraft, L’Oréal, Nickelodeon and Southwest Airlines.

Brett Wilson, TubeMogul chief executive and co-founder, will continue to lead the TubeMogul team within Adobe.

Wilson said: "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."

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Is John Lewis losing its retailing crown?

Following a series of news stories highlighting issues such as job cuts and payments below the minimum wage, is the shine coming off John Lewis? Or is this simply a readjustment process that any major retailer might have to endure to emerge stronger?

Making media fun again: why we must free our industry from outdated models
Shares0
Share

1 Making media fun again: why we must free our industry from outdated models

The industry needs an audience-first media revolution that balances brand and outcomes, writes Mindshare's global chief executive.