Adobe buys video ad firm TubeMogul for US$540m

Adobe has agreed to buy video advertising company TubeMogul for US$540 million (€490 million) net of cash and debt.

Adobe will acquire all the outstanding common stock of TubeMogul for US$14 per share and said that the deal will create the first end-to-end independent advertising and data management solution that spans TV and digital formats.

“Whether it’s episodic TV, indie films or Hollywood blockbusters, video consumption is exploding across every device and brands are following those eyeballs,” said Brad Rencher, executive vice president and general manager, digital marketing, Adobe.

“With the acquisition of TubeMogul, Adobe will give customers a ‘one-stop shop’ for video advertising, providing even more strategic value for our Adobe Marketing Cloud customers.”

TubeMogul’s platform enables brands and agencies to plan and buy video ads across desktops, mobile, streaming devices and TVs. Adobe said that the deal will complement its Premiere Pro CC and Primetime video content creation and delivery solutions.

Brett Wilson, CEO and co-founder, TubeMogul said: “Adobe and TubeMogul share a similar culture and vision for the future of advertising. 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.”