Adobe acquires Auditude

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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.

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