Adobe Systems has acquired Auditude, a video-ad management and monetization technology provider.
Adobe says the acquisition will allow it to provide an end-to-end video offering, seamlessly connecting authoring, publishing, monetization and optimization with the goal of helping customers build long-term businesses through the delivery of quality video content and a superior viewing experience across all IP-enabled devices.
“Premium video publishers want to capitalize on the foundational shift to digital by providing viewers with great media experiences and maximizing the value of their content on every IP device," said David Wadhwani, senior vice president and general manager, Digital Media Business Unit, Adobe. “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."
Auditude lets premium publishers and media companies efficiently create a high-quality, TV-like, multi-device advertising experience that can attract major advertisers. Auditude platform features include: integration into content management and other video operations systems; targeting capabilities; flexible ad placement and ad product offerings; intuitive sales rights management; access to and control of incremental advertising demand; and efficient cross-device workflow.
Auditude’s advertising server platform meshes with Adobe’s video technologies, such as Adobe Flash Media Server 4.5 software and Adobe Pass. The Flash Media Server family of products delivers media to multiple platforms – including Flash, HTML and native apps – with a choice of protocols that can save significant bandwidth costs and lighten network load, Adobe said. Adobe Pass, the TV Everywhere Platform, is enabling premium content publishers to securely bring large catalogues of programming online. The combination of Adobe Flash Media Server, Adobe Pass and Auditude creates what the companies call the most comprehensive solution for the world’s leading content publishers, broadcasters and brands to encode video once, securely deliver their content across platforms on-demand and efficiently monetize it.
Adobe also plans to integrate Auditude with the Adobe Digital Marketing Suite, which consists of integrated analytics and optimization products to collect and unleash the power of customer insight.
