Adobe Buys Video Ad Targeting Specialist TubeMogul

In the US, marketing software giant Adobe has acquired online video ad targeting specialist TubeMogul for approximately $540m. The transaction is expected to close during the first quarter of Adobe's 2017 fiscal year.

TubeMogul's ad solution is powered by a data platform that tracks billions of video streams every month from the Internet's top publishers, allowing clients to plan and buy video advertising across desktops, mobile, streaming devices and TVs. The firm also offer the InPlay video analytics service, giving a view of video performance across the web.

Under the terms of the deal, Adobe will commence a cash tender offer to acquire all the outstanding common stock of TubeMogul for $14 per share. TubeMogul will be added to the Adobe Marketing Cloud, providing customers access to first-party data and measurement capabilities from Adobe Audience Manager (Adobe's data management platform) and Adobe Analytics respectively.

Brett Wilson (pictured), CEO and co-founder of TubeMogul who will continue to lead its team as part of Adobe's Digital Marketing business, stated: 'Adobe and TubeMogul will provide a unified advertising and data management solution that enables brands to precisely identify the right segments and plan, execute and measure paid media across any device. Current TubeMogul clients can envision a future where first-party data and measurement from Audience Manager and Adobe Analytics is available directly in TubeMogul's platform - a combined data and buying dynamo that spans TV and digital formats'.

Web sites: www.adobe.com and www.tubemogul.com .