The deal is designed to maximize Adobe's customers' video ad investments across desktop, mobile, streaming devices and TV, according to the company.
"TubeMogul’s video advertising platform, combined with Adobe Marketing Cloud, will give customers access to first-party data and measurement capabilities from Adobe Audience Manager," according to a statement from the company announcing the deal.
“Adobe doesn’t have a major DSP and this positions them for the next generation of programmatic, which will be video and brand-driven, as opposed to display and performance-driven,” commented Martin Kihn, research VP at Gartner. “In other words, I think they’re positioning themselves to capture TV dollars as they move into programmatic channels.”
TubeMogul closed a strong third quarter on Wednesday, with total revenue up 21% year over year to $56.1 million.