Adobe's TubeMogul Acquisition Complete, Integration Yet To Come

Adobe’s acquisition of TubeMogul, a video advertising platform, was finalized on Monday for $540 million.

TubeMogul will add a video DSP to Adobe’s Digital Marketing business that marketers can leverage to buy and measure video ads across screens. TubeMogul’s capabilities extend across television, mobile and online streaming services, and will expand Adobe’s video marketing services.

Brett Wilson, co-founder and CEO of TubeMogul, will remain on board as the company’s chief executive officer as the platform is integrated into Adobe’s system. Integrating two separate technologies built by separate engineering teams -- and often in different code -- takes time, so it has not yet been determined when the products will work seamlessly together.

Adobe plans to share additional details about its integration of TubeMogul at its March 2017 Adobe Summit in Las Vegas, Nevada.

Once integrated, the acquisition will position Adobe Marketing Cloud as a full-fledged digital advertising and data management solution that can be used for cross-channel video advertising.

From Photoshop to the Marketing Cloud, Adobe has transitioned into a cloud powerhouse. With plans to also integrate Dreamweaver and Adobe Campaign, the Adobe Marketing Cloud looks appealing to marketers and designers.

Adobe Marketing Cloud generated $1.63 billion in annual revenue for Adobe in 2016 -- a growth of 20% year-over-year, according to the company’s fiscal year (ending December 2, 2016) financial report released last week. The company grew 22% year-over-year to generate $5.85 billion in annual revenue.  

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