Adobe acquires Auditude

Share this article:

Adobe Systems acquired video ad management firm Auditude, both companies said Nov. 1. Terms of the deal were not disclosed.

The acquisition is designed to enable Adobe to provide clients with a video technology platform on which brands can produce, publish, monetize and optimize content across all Internet-enabled devices.  

“The market has seen significant growth in the amount of video content that will be available and the amount of content that can be monetized,” said Ashley Still, Adobe's director of product management. “Also, more and more devices need to be supported in terms of content and ad delivery. Auditude's platform was flexible and makes it easy to support new devices in the future.”  

Auditude will retain its brand for the time being, said Still.

Jeremy Helfand, CEO of Auditude, will continue to run the Auditude product line. He will report to Todd Teresi, Adobe's GM of media solutions.

Still said no layoffs will come as a result of the acquisition.

“All forty-five employees will be retained,” she said. “This is an area of investment for Adobe. We believe the Auditude team is strong and understands the needs of publishers and advertisers. We want to keep the existing team and invest in building that team out.”

Auditude clients include Comcast, Major League Baseball and Fox News Network.

Adobe will integrate the Auditude product with existing Adobe products Flash Media Server 4.5, Pass and the Digital Marketing Suite.

The acquisition closed Oct. 28.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Hallmark Takes Baby Steps to a New Brand

Hallmark Takes Baby Steps to a New Brand

The company relied on digital to get its growing children's apparel brand off of the ground.

One Third of Americans' Social Media Time Is Spent on Facebook

One Third of Americans' Social Media Time Is ...

Pandora, meanwhile, attracts more user time but far fewer digital advertisng dollars, says a study.

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

Robert Thomson warns the EU that an antitrust deal with Google will lead to a decrease in competitive options for marketers and an increase in piracy.