Adobe Buys Programmatic Ad Player TubeMogul for $540 Million

Will help brands manage and buy digital video


In a deal to bolster its video offerings for advertisers, Adobe has acquired demand-side platform TubeMogul for $540 million.

Programmatic-geared TubeMogul works with brands like Dannon and Quiznos to run digital, mobile and video campaigns by powering the ad-tech pipes in platforms like Facebook and Snapchat.

According to Adobe, TubeMogul will get plugged into Adobe Marketing Cloud, the company's tool to help brands manage digital campaigns, primarily in display, social and search. As brands' spending on digital video continues to increase, the addition of TubeMogul will theoretically help Adobe grab bigger digital budgets.

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