Auditude, a video ad management and analytics platform, is now a part of the Adobe family and monetarily, there was no disclosure on the terms of the deal, but sources familiar with the deal noted that Adobe has pumped in around $100 million for the acquisition. Adobe would include the new service to its established efforts, entering contemporary and fast growing markets such as video and mobile devices.
Auditude investors, on its part has poured in considerable amount as a total of $38 million was received from Redpoint Ventures and Greylock Partners. Apart from the said companies, it even works with Comcast, MLB, Starz & Fox News.
Auditude, today has reached heights, but it started out as a video fingerprinting technology company. it was only later on that Auditude was morphed into a company, which balanced “who owns the rights to make money from a video with what ads are available.”
Adobe officials were all praise for Auditude as a press release outlined its thoughts on Auditude’s future. The press release extract can be noted as under:
Auditude’s advertising server platform meshes neatly with Adobe’s video technology. The combination of Adobe Flash Media Server, Adobe Pass and Auditude creates the most comprehensive solution for the world’s leading content publishers, broadcasters and brand 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.
Adobe has positioned itself uniquely, as with the acquisition, they can now 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 superior viewing experience across all IP-enabled devices.
David Wadhwani, senior vice president and general manager, Digital Media Business Unit, Adobe stated, “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.” He continued noting the offering from Adobe as he said, “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.”
Jeremy Helfand, chief executive officer, Auditude noted, “By joining Adobe we are accelerating our vision of helping top media companies and publishers maximize the value of their video content.” He concluded saying, “Adobe has deep roots in video and bringing our capabilities together will provide great incremental benefits for our customers. As part of Adobe we are excited to bring publishers and media companies a platform offering that has never been possible before, driving unprecedented monetization opportunities for them.”