Adobe acquires video ad platform Auditude

Adobe announced this morning that it has acquired video advertising company Auditude.

Privately-owned Auditude operates a video advertising management and analytics platform aimed at publishers and media companies.

Adobe said in a statement that the move will allow it to “provide an end-to-end video offering, seamlessly connecting authoring, publishing, monetisation and optimisation with the goal of helping customers build long-term businesses through the delivery of quality video content and superior viewing experience across all IP-enabled devices.”

Following the purchase of analytics business Omniture for £1.8bn just two years ago, this coincides with the launch of Adobe’s Social Analytics product in Europe and makes a definite statement about the intent to provide end-to-end solutions across the board. 

Not just in terms of video, but an evolution of Adobe's positioning that sees its products integrated with one other, and viewed as a portfolio, instead of siloed offerings. 

In the official announcement Adobe hinted at this, saying that it plans to integrate Auditude with the Adobe Digital Marketing Suite, which covers onsite, video, display, email, social and mobile, all focused on making the most of customer insight.