Adobe acquires Auditue to capitalize on video advertising growth

Adobe, through the acquisition of Auditude, is optimally positioned to provide a comprehensive video offering, seamlessly connecting creation, publishing, monetization and optimization to help customers build long-term businesses through the distribution of video content.

Adobe has announced the acquisition of Audits, specialized in the profitability and management of video advertising applied by publishers and leading media companies. Adobe, through its acquisition of Auditude, is optimally positioned to provide a comprehensive video offering, seamlessly connecting creation, publishing, monetization and optimization to help customers build long-term businesses through the delivery of quality video content and great viewing experiences across IP-enabled devices.

David Wadhwani, vice president and general manager, Adobe Digital Media Business Unit, said: "World-class video publishers want to capitalize on the foundational shift to digital by providing viewers with great multimedia experiences and maximizing the value of their content on every IP device. With this acquisition, Adobe can offer an unmatched platform for the creation, distribution, analysis and monetization of digital video experiences everywhere, simplifying workflows, increasing consumer engagement, providing better understanding and driving higher income for content publishers.”

By enabling the monetization and management of video advertising through an open architecture platform, Auditude enables top publishers and media companies to effectively create a high-quality, TV-like advertising experience across multiple devices, which is an essential component of building viewer loyalty and attracting big brand advertisers. Industry-leading features of the Auditude platform include: easy integration into content management and other video performance systems; outstanding segmentation (targeting) capabilities; advertising placement and flexible advertising product offerings; intuitive sales rights management; access and control of incremental advertising demand; and efficient workflow for various devices.

Jeremy Helfand, CEO of Auditude, said: "By joining Adobe, we are accelerating our vision of helping leading media companies and publishers maximize the value of their video content. Adobe has deep roots in the video space and adding our capabilities will provide huge incremental benefits to our customers. As part of Adobe, we are excited to bring publishers and media companies a platform offering that previously did not exist, creating unmatched monetization opportunities for them.”

La plataforma de servidor de publicidad de Auditude se engrana perfectamente con las tecnologías de vídeo de Adobe, como Adobe Flash Media Server 4.5 y Adobe Pass. La familia de productos Flash Media Server proporciona multimedia a múltiples plataformas, incluidas Flash, HTML y las aplicaciones nativas, con una elección de potentes protocolos que pueden ahorrar significativos costes de ancho de banda y aligerar la carga de la red. Adicionalmente, Adobe Pass, la plataforma de TV Everywhere líder del sector, permite a los principales editores de contenido ofrecer online grandes catálogos de programación. La combinación de Adobe Flash Media Server, Adobe Pass y Auditude crea la solución más completa para que los principales editores de contenido, broadcasters y marcas de todo el mundo codifiquen vídeo una sola vez, distribuyan su contenido con toda seguridad a través de plataformas bajo demanda y rentabilicen eficazmente todo ello.

Adobe also plans to integrate Auditude into the Adobe Digital Marketing Suite, which consists of integrated analytics and optimization products to capture and unlock customer-driven potential. For example, using the suite, clients can identify the most effective marketing and content distribution strategies and advertising placement as well as create meaningful, personalized and consistent customer experiences across different channels, such as company websites, video, email, social media and mobile devices. The Suite enables Adobe customers to maximize marketing ROI and advertising profitability, which can ultimately have a positive impact on the company's bottom line.