Today we closed our acquisition of TubeMogul. We’re thrilled to welcome TubeMogul to the Adobe family, and to reveal how, with this acquisition, we’ll transform the way brands and agencies manage video advertising.
TubeMogul has built a single platform that enables brands and agencies to plan and buy video ads across desktops, mobile, streaming devices and TVs. By combining TubeMogul’s platform with Adobe Marketing Cloud, we will offer an end-to-end independent advertising and data management solution. It will unify audience planning, media buying and measurement, making ad buying across channels easier and much more targeted. This is a huge leap forward from the cumbersome, fragmented system that advertisers currently juggle—it’ll be the first one-stop shop.
This comes at a critical time for advertisers. Right now, video consumption is exploding as consumers tune-in across a wide range of platforms. A recent article in Fortune Magazine shared how marketers are making a rapid shift to spending on social, where effective ads can blend with users’ newsfeeds. This is, in turn, pushing big growth in online video advertising, which is set to total $35.4 billion worldwide by 2019. By bringing together Adobe’s ad and audience platforms with TubeMogul’s video ad technologies advertisers will be able to truly maximize their ad dollars across channels.
As we begin the work of integrating our technologies, we’re excited to welcome TubeMogul’s customers to Adobe, and to offer them our deep expertise in video, advertising and audience segmentation and measuring. And the customers we already share, brands such as Allstate, Johnson & Johnson and Kraft, will benefit from the integration of TubeMogul’s capabilities into the Adobe Marketing Cloud they already depend on.
Consumers are more connected than ever, and they expect brands to not only know them, but to deliver an experience that is effective, simple and delightful. This is why we think TubeMogul’s technology will be so valuable to our users, and why we keep innovating across Adobe Marketing Cloud.