[ #Adobe ]Adobe has announced the completion of its acquisition of TubeMogul, a leader in video advertising that enables brands and agencies to plan and buy video advertising across desktops, mobile, streaming devices and TVs. The combination of Adobe and TubeMogul will create the first end-to-end independent advertising and data management solution that spans traditional TV and digital formats, simplifying what has been a complex and fragmented process for the world’s biggest brands. The planned integration with Adobe Audience Manager will allow marketers to unify audience planning and media buying for video advertising.
With the acquisition now closed, Brett Wilson will continue to lead the TubeMogul team and focus on video advertising solutions as an instrumental part of Adobe’s Digital Marketing business. Adobe plans to share the product roadmap for the integration of TubeMogul with Adobe Marketing Cloud at Adobe Summit—The Digital Marketing Conference. The annual event will convene thousands of digital marketing professionals in Las Vegas, Nevada from March 19-23, 2017, to focus on the future of digital marketing and delivering personalized, engaging and consistent customer experiences across devices. To register and for more information about Adobe Summit, visit the conference site.
TubeMogul was previously named a video demand-side platform (DSP) leader by Forrester Research in its report: The Forrester Wave™ Video Advertising Demand-Side Platforms, Q4 2015. Adobe and TubeMogul share several joint customers that will benefit from TubeMogul’s integration with Adobe Marketing Cloud solutions including Allstate, Johnson & Johnson, Kraft, Liberty Mutual, L’Oréal, Nickelodeon and Southwest Airlines.
Adobe announced it will host a brief conference call with financial analysts and investors on Jan. 9, 2017 to discuss its acquisition of TubeMogul. During the call, Adobe management will review the strategic rationale of the acquisition, as well as outline the implications of adding TubeMogul into its fiscal year 2017 financial targets. The company will provide conference call access information in advance of the call.