Adobe Acquires Auditude for Video Advertising

Adobe is buying Auditude, which makes video ad management technologies, as part of an effort to further capitalize on the video advertising opportunity.

Adobe Systems is acquiring Auditude, which makes video ad management and monetization technologies for publishers and media companies. The move is part of an effort by Adobe to further tap into the fast growing video advertising market.

With the Auditude acquisition, announced Nov. 1, Adobe can now provide an end-to-end video offering, connecting authoring, publishing, monetization and optimization with the goal of helping customers build long-term businesses through the delivery of quality video content and superior viewing experience across all IP-enabled devices, the company said in a press release. Financial details of the acquisition were not disclosed.

"Premium video publishers want to capitalize on the foundational shift to digital by providing viewers with great media experiences and maximizing the value of their content on every IP device," David Wadhwani, senior vice president and general manager of Adobe's Digital Media Business Unit, said in a statement. "With this acquisition, Adobe can now offer an unparalleled platform for authoring, distributing, analyzing and monetizing digital video experiences everywhere - simplifying workflows, increasing consumer engagement, delivering insights and driving increased revenue for content publishers."

Auditude enables premium publishers and media companies to create a high-quality, TV-like, multi-device advertising experience that helps drive viewer loyalty and attract major brand advertisers. Features of the Auditude platform include: easy integration into content management and other video operations systems; targeting capabilities; flexible ad placement and ad product offerings; intuitive sales rights management; access to and control of incremental advertising demand; and cross-device workflow.

Adobe also plans to integrate Auditude with the Adobe Digital Marketing Suite, which consists of integrated analytics and optimization products to collect and unleash the power of customer insight. For example, using the suite, customers can identify the most effective marketing and content delivery strategies and ad placements as well as create relevant, personalized and consistent customer experiences across channels, such as onsite, video, display, email, social and mobile, Adobe officials said. The suite enables Adobe customers to better maximize marketing ROI and advertising yield, which ultimately can positively impact the bottom line, the company said.

"By joining Adobe we are accelerating our vision of helping top media companies and publishers maximize the value of their video content," Auditude CEO Jeremy Helfand said in a statement. "Adobe has deep roots in video and bringing our capabilities together will provide great incremental benefits for our customers. As part of Adobe we are excited to bring publishers and media companies a platform offering that has never been possible before, driving unprecedented monetization opportunities for them."

Auditude's advertising server platform also meshes with Adobe's video technologies, such as Adobe Flash Media Server 4.5 software and Adobe Pass. The Flash Media Server family of products delivers media to multiple platforms - including Flash, HTML and native apps - with a choice of protocols that can save significant bandwidth costs and lighten network load. In addition, Adobe Pass, a TV Everywhere Platform, is enabling premium content publishers to securely bring large catalogues of programming online. The combination of Adobe Flash Media Server, Adobe Pass and Auditude creates a comprehensive solution for leading content publishers, broadcasters and brands to encode video once, securely deliver their content across platforms on-demand and monetize it, Adobe said.