Daniel Farey-Jones
Nov 11, 2016

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 US$540 million.

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."

Source:
Campaign UK

Related Articles

Just Published

46 minutes ago

How Giant gives the people what they want: $16 ...

Dairy Farm’s Southeast Asia marketing chief on the radical idea of permanently lowering prices and going against hype- and promotions-driven marketing.

47 minutes ago

Can Japan recognise strength in diversity?

Japan’s concept of what it means to be Japanese remains overly narrow. But some signs point to more inclusion and acceptance of diversity in background, mindset, struggles and choices, writes the co-CEO of Yuzu Kyodai.

1 hour ago

Cathay Pacific tries to give vaccination rates a ...

The airline encourages staff and Hong Kong people to get their jabs so they can get flying again.

1 hour ago

Women Leading Change Awards shortlist revealed

See the women and companies shortlisted for the fifth annual awards, the winners of which will be announced on June 8.