Market Insight

Adobe acquires advertising platform Auditude

November 03, 2011

Dan Cryan Dan Cryan Executive Director – Research and Analysis, IHS Markit

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Adobe has announced the acquisition of video advertising solutions provider Auditude.  Adobe plans to integrate Auditude's video advertising platform into its suite of analysis and optimisation tools. The Auditude platform can deliver, manage and optimise advertising  campaigns across multiple devices (PC, IPTV, smartphones, tablets). The company's clients include: Comcast, Major League Baseball, Channel 5, Dailymotion, FoxNews.

No financial details have been disclosed.

The Auditude acquisition continues Adobe's strategy of diversifying its suite of tools away from the creative and publishing software for which it best known. In 2009 the company bought analytics company Omniture for around $1.8bn. The recent buy is, in many respects, the counterpart of the Omniture purchase. The former provides Adobe with an advertising platform with a particular focus on yield optimisation, across multiple devices, the latter core site optimisation and A/B testing.

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