Adobe to Buy TubeMogul in $540m Deal

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By: The Drum

Adobe is to purchase TubeMogul, a publicly-listed adtech outfit specializing in video advertising for $540m, the software giant has announced, in a deal that marks another significant milestone in the sector’s ongoing consolidation.

The acquisition will see TubeMogul’s technology, which helps advertisers and media agencies buy video ads both on websites and addressable TV, added to the Adboe Marketing Could stack, with the pair claiming that the pairing “will create the first end-to-end independent advertising and data management solution that spans TV and digital formats”.

The transaction, which is expected to close during the first quarter of Adobe’s 2017 fiscal year, is subject to customary closing conditions, and reflects the growing demand from advertisers to buy videos using adtech, as well as the ongoing collision between adtech, and martech.

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