Adobe buys video ad tech firm TubeMogul for $540m

Adobe sees value in combining TubeMogul with its video creation and delivery software and its Marketing Cloud services.

It claimed it would be able to create "the first end-to-end independent advertising and data-management solution that spans TV and digital formats, simplifying what has been a complex and fragmented process for the world’s biggest brands".

Among the customers the two companies share are Johnson & Johnson, Kraft, L’Oréal, Nickelodeon and Southwest Airlines.

Brett Wilson, TubeMogul chief executive and co-founder, will continue to lead the TubeMogul team within Adobe.

Wilson said: "The combination of Adobe Marketing Cloud with TubeMogul’s software creates a uniquely comprehensive platform that will help marketers always know what’s working – and act on it."