Adobe Buys Video Advertising Platform Auditude
Adobe announced Monday that it has acquired Auditude, a company specialized in video ad management and analytics, with the goal to provide an integrated solution for video content owners that encompasses video authoring, publishing, monetization and analytics. The financial terms of the deal weren’t disclosed.
“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,” David Wadhwani, SVP, Digital Media Business Unit, Adobe said in a statement.
According to Auditude website, the company provides complete video advertising platform for premium video on various types of devices including smart phones, iPads and tablets, IPTV, connected devices and more. Auditude’s ad platform is aimed at publishers and media companies enabling them to deliver high quality advertising experience that is a key to viewer loyalty. Some of the Auditude customers include Comcast, Dailymotion, FoxNews, Lionsgate, and Major League Gaming.
Features of the Auditude platform include easy integration into content management and other video operations systems, outstanding targeting capabilities, flexible ad placement and ad product offerings, intuitive sales rights management, access to and control of incremental advertising demand and efficient cross-device workflow.
Adobe plans to combine Auditude’s platform with its Flash Media Server and Adobe Pass products. The company says that combination of these products makes for an unmatched solution for publishers and media companies to encode video once, deliver their content across platforms on-demand and efficiently monetize it. Adobe also plans to integrate Auditude with the Adobe Digital Marketing Suite, which includes analytics and optimization products for collecting customer insight.
According to Adobe, the company will continue to invest in Auditude product line, and all Auditude customer contracts will be honored as they were before the close of the acquisition.