• by Richard Whitman , Columnist, November 10, 2016

Pretty soon we're going to have to implement some antitrust guidelines in the digital ad space. Oh wait, maybe not. Have you seen the latest LUMAscape? But, really, with its $540 million acquisition of video ad platform TubeMogul, Adobe now has quite the command over the digital ad space.

Of the acquisition, TubeMogul CEO Brett Wilson wrote, "This will be the industry’s first independent end-to-end video advertising platform. Current TubeMogul clients can envision a future where first-party data and measurement from Audience Manager and Adobe Analytics is available directly in TubeMogul’s platform -- a combined data and buying dynamo that spans TV and digital formats."

And on how the combined entity will benefit advertisers, Wilson added, “a combined Adobe and TubeMogul is uniquely aligned with advertisers. Once integrated, this will enable brands and agencies to plan, buy,
measure and optimize their global video advertising with a neutral, independent partner that doesn’t have direct ownership of media or content. Our combined incentive is to arm marketers with insights on what’s working -- and act on it."

Of course, there are other players in the space. Verizon comes to mind with its recent purchase of AOL and its possible purchase of Yahoo.

On news of the acquisition, TubeMogul shares jumped 82 percent to $13.95. Prior to this announcement, TubeMogul's shares had fallen 44 percent over the year making today's jump about a 2.5 percent jump
since the beginning of the year.

Are you a fan of this acquisition?

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