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Adobe Will Acquire Video Advertising DSP TubeMogul for $540M

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Adobe furthered its drive into video advertising today with the announcement that it's buying video advertising demand-side platform (DSP) TubeMogul for $540 million. Adobe will pick up all outstanding TubeMogul common stock for $14 per share, and expects the deal to close in the first quarter of 2017.

By acquiring TubeMogul, Adobe can help customers plan advertising investments across desktop, mobile, and television. A demand-side platform lets advertisers make purchases across multiple ad exchanges using sophisticated targeting and automated buying. Adobe notes that it will create an end-to-end advertising and data management solution for both TV and digital. The two companies already share several customers, including Allstate, Johnson & Johnson, Kraft, Liberty Mutual, L’Oréal, and Nickelodeon.

The combined offering will bring first-party data from Adobe to TubeMogul's platform. The solution is independent, meaning that it doesn't have direct ownership over the media or content, and so can remain neutral about offerings.

"We believe this is a great move for our shareholders, team, and — especially — our clients," said TubeMogul CEO Brett Wilson in a blog post. "Adobe and TubeMogul will provide a unified advertising and data management solution that enables brands to precisely identify the right segments and plan, execute, and measure paid media across any device."

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