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In a surprise move, Adobe has acquired Auditude, a privately owned video ad management company that works with major publishing and media companies. Adobe said it made the jump to advertising in order to create an end-to-end video platform for customers, one that combines authoring, publishing, monetization, and optimization.

The Auditude platform, according to Adobe, integrates with content management and video operations systems, offering strong viewer targeting and flexible ad placement options. The result lets publishers create a multi-screen advertising experience similar to TV.

Adobe will use Auditude in conjunction with Adobe Flash Media Server and Adobe Pass, its TV Everywhere platform, to create a workflow that includes encoding, delivery, and monetization.

The company also has plans to integrate Auditude with the Adobe Digital Marketing Suite, which includes analytics and optimization tools.

"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," says David Wadhwani, senior vice president and general manager of Adobe's Digital Media Business Unit.

While Adobe isn't disclosing the purchase price, video blogs suggest it was around $100 million.