Adobe Completes Acquisition of TubeMogul
December 19 2016 - 4:05PM
Business Wire
Adobe Marketing Cloud to Offer Industry’s First End-to-End,
Cross-Channel Video Advertising Platform
Adobe (Nasdaq:ADBE) today announced the completion of its
acquisition of TubeMogul, a leader in video advertising that
enables brands and agencies to plan and buy video advertising
across desktops, mobile, streaming devices and TVs. The
combination of Adobe and TubeMogul will create the first end-to-end
independent advertising and data management solution that spans
traditional TV and digital formats, simplifying what has been a
complex and fragmented process for the world’s biggest brands. The
planned integration with Adobe Audience Manager will allow
marketers to unify audience planning and media buying for video
advertising.
“The addition of TubeMogul will further strengthen Adobe’s
leadership in digital marketing and advertising technology,” said
Brad Rencher, executive vice president and general manager of
Digital Marketing, Adobe. “We are excited to extend Adobe Marketing
Cloud’s search, display and social planning and delivery solutions
to help our customers maximize their video advertising investments
across screens.”
“The acquisition of TubeMogul enables Adobe to help marketers
navigate the most important development in advertising in 50
years—the dispersal of consumer video consumption beyond live,
prime-time television and into mobile video, OTT and other
on-demand channels,” said Scott Denne, research analyst with 451
Research. “With an already extensive footprint in digital
marketing, the addition of TubeMogul gives Adobe a technology that
addresses that largest portion of most marketing budgets—TV
advertising—and strengthens Adobe’s pitch to CMOs through an
offering that will equip data-driven TV campaigns.”
“We are excited to enter the next phase of our growth as part of
Adobe,” said Brett Wilson, CEO and co-founder of TubeMogul.
“Adobe’s commitment to innovation, independence and openness means
that marketers can count on software without compromise. A combined
Adobe and TubeMogul is uniquely aligned with advertisers – a
neutral, independent partner to streamline buying across channels
that doesn’t have direct ownership of media.”
With the acquisition now closed, Brett Wilson will continue to
lead the TubeMogul team and focus on video advertising solutions as
an instrumental part of Adobe’s Digital Marketing business. Adobe
plans to share the product roadmap for the integration of TubeMogul
with Adobe Marketing Cloud at Adobe Summit—The Digital Marketing
Conference. The annual event will convene thousands of digital
marketing professionals in Las Vegas, Nevada from March 19-23,
2017, to focus on the future of digital marketing and delivering
personalized, engaging and consistent customer experiences across
devices. To register and for more information about Adobe Summit,
visit the conference site.
TubeMogul was previously named a video demand-side platform
(DSP) leader by Forrester Research in its report: The Forrester
Wave™ Video Advertising Demand-Side Platforms, Q4 2015. Adobe and
TubeMogul share several joint customers that will benefit from
TubeMogul’s integration with Adobe Marketing Cloud solutions
including Allstate, Johnson & Johnson, Kraft, Liberty Mutual,
L’Oréal, Nickelodeon and Southwest Airlines.
Adobe to Host Conference Call with Financial Analysts and
Investors to Discuss TubeMogul Acquisition
Adobe announced it will host a brief conference call with
financial analysts and investors on Jan. 9, 2017 to discuss its
acquisition of TubeMogul. During the call, Adobe management
will review the strategic rationale of the acquisition, as well as
outline the implications of adding TubeMogul into its fiscal year
2017 financial targets. The company will provide conference call
access information in advance of the call.
About Adobe Marketing Cloud
Adobe Marketing Cloud empowers companies to use big data to
effectively reach and engage customers and prospects with highly
personalized marketing content across devices and digital touch
points. Eight tightly integrated Solutions offer marketers a
complete set of marketing technologies that focus on analytics, web
and app experience management, testing and targeting, advertising,
video, audience management, social engagement and campaign
orchestration. The tie-in with Adobe Creative Cloud makes it easy
to quickly activate creative assets across all marketing channels.
Thousands of brands worldwide including two thirds of Fortune 50
companies rely on Adobe Marketing Cloud.
Forward-Looking Statements Disclosure
This press release includes forward-looking statements, within
the meaning of the Private Securities Litigation Reform Act of
1995, that are subject to risks, uncertainties and other factors,
including risks and uncertainties related to Adobe’s ability to
integrate TubeMogul’s technology into Adobe Marketing Cloud. All
statements other than statements of historical fact are statements
that could be deemed forward-looking statements, including
statements regarding: the ability of Adobe to extend its leadership
in digital marketing; the ability to integrate TubeMogul’s
technology into Adobe’s solutions; the effectiveness of TubeMogul
technology; other potential benefits of the transaction to Adobe
and its customers; any statements of expectation or belief; and any
statements of assumptions underlying any of the foregoing. These
risks, uncertainties and other factors, and the general risks
associated with Adobe’s and TubeMogul’s business, could cause
actual results to differ materially from those referred to in the
forward-looking statements. The reader is cautioned not to rely on
these forward-looking statements. All forward-looking statements
are based on information currently available to Adobe and are
qualified in their entirety by this cautionary statement. For a
discussion of these and other risks and uncertainties, individuals
should refer to Adobe's and TubeMogul’s SEC filings. Adobe does not
assume any obligation to update any such forward-looking statements
or other statements included in this press release.
Adobe assumes no obligation to, and does not currently intend
to, update these forward-looking statements.
About Adobe
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
© 2016 Adobe Systems Incorporated. All rights reserved. Adobe
and the Adobe logo are either registered trademarks or trademarks
of Adobe Systems Incorporated in the United States and/or other
countries. All other trademarks are the property of their
respective owners.
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AdobePress ContactStefan Offermann,
408-536-4023sofferma@adobe.comorInvestor Relations
ContactMike Saviage, 408-536-4416ir@adobe.com
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