Adobe Buys TubeMogul To Drive Video Advertising

by CXOtoday News Desk    Nov 11, 2016

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Photoshop, Creative suite software maker Adobe has announced that has entered into a definitive agreement to acquire TubeMogul for approximately USD 540 million net of debt and cash. Under the terms of the agreement, Adobe will commence a cash tender offer to acquire all of the outstanding common stock of TubeMogul for USD14 per share. Video advertiser TubeMogul is on a single platform that enables brands and agencies to plan and buy video advertising across desktops, mobile, streaming devices and TVs.

Adobe’s acquisition of TubeMogul will create an end-to-end independent advertising and data management solution that spans TV and digital formats. The acquisition of TubeMogul will enable brands to capitalize on the meteoric shift to online video. It s video advertising platform, combined with Adobe Marketing Cloud, will give customers access to first-party data and measurement capabilities from Adobe Audience Manager (Adobe’s data management platform) and Adobe Analytics respectively.

The transaction, which is expected to close during the first quarter of Adobe’s 2017 fiscal year, is subject to customary closing conditions. The potential financial impact to Adobe of this transaction is not reflected in financial targets previously provided by Adobe. Until the transaction closes, each company will continue to operate independently. Assuming the completion of the transaction, Adobe believes the acquisition of TubeMogul will be neutral to Adobe’s non-GAAP earnings in fiscal year 2017. Due to the absence at this time of certain acquisition-related cost estimates and purchase price accounting, Adobe is currently unable to provide an estimated impact on future GAAP earnings.

“Whether it’s episodic TV, indie films or Hollywood blockbusters, video consumption is exploding across every device and brands are following those eyeballs,” said Brad Rencher, executive vice president and general manager, digital marketing, Adobe.

“With the acquisition of TubeMogul, Adobe will give customers a ‘one-stop shop’ for video advertising, providing even more strategic value for our Adobe Marketing Cloud customers,” He added.

Adobe and TubeMogul share joint customers that will benefit from the integration of TubeMogul into Marketing Cloud solutions which include Allstate, Johnson & Johnson, Kraft, Liberty Mutual, L’Oréal, Nickelodeon and Southwest Airlines.