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Adobe Buys Auditude to Boost Ad Monetization

With Major League Baseball in its hip pocket, not to mention Comcast and Warner Brothers, Starz and Fox News, Palo-Alto, Calif.-based Auditude announced it was acquired by Adobe to help open the company to the booming video advertising market. 

Some numbers floating around the net today from GigaOm suggest Adobe paid up to US$ 100 million for the company that will give Adobe a leg up in the ad management/analytics and all-important video monetization space that touches PCs, tablets, smartphones and connected (smart) TVs.

By the Numbers

For its investment, Adobe gets a seasoned technology leader, with partnerships to key players such as Comcast, moving into the over-the-top video delivery space with its “TV Everywhere” initiative. Comcast is the largest cable multi-system operator (MSO) in the US.

Market share wise, IDG reported today, comScore ranks Auditude as the fifth largest video advertising network, with 344 million ads streamed in September.  That’s out of the 6.8 billion ads viewed in the US for the month, where Hulu.com claimed 1 billion. 

A Comprehensive Ad Solution That Monetizes

Adobe said the combination of Flash Media Server, Adobe Pass and Auditude creates 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.

The comment was echoed by Jeremy Helfand, chief executive officer for Auditude, who said it will bring “… publishers and media companies a platform offering that has never been possible before, driving unprecedented monetization opportunities for them.”  

The Flash Media Server delivers media to multiple platforms — including Flash, HTML and native apps — with a choice of protocols that can save bandwidth costs and lighten network load. Adobe Pass is the leading TV Everywhere Platform that enables premium content publishers to securely bring large catalogues of programming online.  

Adobe said the Auditude platform offers 

  • easy 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
  • efficient cross-device workflow

Adobe said it also plans to integrate Auditude with the Adobe Digital Marketing Suite, which consists of integrated analytics and optimization products. For example, using the Suite, customers can identify the most effective marketing and content delivery strategies and ad placements as well as create relevant, personalized and consistent customer experiences across channels, such as onsite, video, display, email, social and mobile. The Suite enables Adobe customers to maximize marketing ROI and advertising yield, which ultimately can help affect the bottom line. "Adobe has deep roots in video and bringing our capabilities together will provide great incremental benefits for our customers,” Helfand said.

 
 
 
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