Last week, Adobe came to an agreement to purchase TubeMogul, which offers a DSP (Demand Side Platform) that allows advertisers to purchase and plan video advertising across all platforms, including the fast growing mobile ad market.
Adobe’s announcement stated that the acquisition “will create the first end-to-end independent advertising and data management solution that spans TV and digital format, simplifying what has been a complex and fragmented process for the world’s biggest brands.” This means that Adobe can now offer a “one-stop shop” for ads across all media platforms, according to Brad Rencher, Adobe EVP and GM of Digital Marketing Business Unit.
Andrew Frank, Vice President of Gartner states that the acquisition “puts them ahead of other marketing platforms in their ability to distribute video ads programmatically.” He also commented that it confirms “the story Adobe has been telling, [that it is] bringing together the content side of marketing with data,” which Adobe now has the ability to extend to video advertising platforms.
Adobe currently has in its portfolio several different ad management tools that include Adobe Media Optimizer that focuses on search, display and social ads, Primetime which is aimed at linear and on-demand video programming, and Audience Manager which is a platform that deals with data management. The addition of TubeMogul which should strengthen Adobe’s position in the advertising realm.
