Adobe has officially closed the acquisition of mobile and digital video advertiser TubeMogul. By combining its own strengths with those of TubeMogul, Adobe hopes to create an independent advertising and data management solution spanning TV and digital formats. It plans to integrate Adobe Audience Manager so that advertisers can unify their audience planning and media buying for video ads.
TubeMogul officially joins Adobe
Brad Rencher, Executive VP and GM, Digital Marketing, Adobe, explains
“The addition of TubeMogul will further strengthen Adobe’s leadership in digital marketing and advertising technology. 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.”
As part of the deal, Brett Wilson will continue to serve the TubeMogul team and focus on video ad solutions. Adobe said it will launch a plan for the integration at Adobe Summit, an annual marketing event in Nevada in March 2017.
Scott Denne, research analyst with 451 Research, is confident that the acquisition will enable Adobe to push consumer video consumption beyond TV into mobile, OTT and other channels.
“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.”
In 2015, TubeMogul received the accolade of Video Advertising Demand-Side Platforms leader by Forrester Research. Joint customers of the two companies include Allstate, Johnson & Johnson, Kraft, Liberty Mutual, L’Oréal, Nickelodeon and Southwest Airlines. This should make the integration even easier.
Brett Wilson, CEO and co-founder of TubeMogul, adds:
“We are excited to enter the next phase of our growth as part of Adobe. 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.”
The company will host a conference call on January, 9th 2017 to discuss the acquisition and its future plans.