NEWS1 November 2011

Adobe buys video ad management and analytics firm

M&A North America

US— Adobe is buying Auditude, an online video ad management and analytics platform, for a rumoured $100m.

In part the acquisition serves Adobe’s Flash Media Server and Adobe Pass business, which focus on bringing video to internet-enabled devices.

But Adobe says Auditude will also be integrated with its Digital Marketing Suite, built around the Omniture marketing analytics and optimisation technology which the company acquired two years ago.

Auditude is headed by CEO Jeremy Helfand (pictured).