It started as a simple tool to upload videos to multiple services. But now TubeMogul is becoming the latest addition to Adobe’s media technology stack.<\/p>\n
The Emeryville, CA-based company has just confirmed an agreement to be\u00a0acquired by the digital media powerhouse for $540m.<\/p>\n
What does Adobe want with TubeMogul? According to its\u00a0announcement<\/a>: “Adobe\u2019s acquisition of TubeMogul will 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\u2019s biggest brands.”<\/p>\n TubeMogul has software<\/a> to enable planning, buying, measurement and optimizing of programmatic, cross-screen TV advertising. It went public\u00a0two years ago, for half this value.<\/p>\n “We aim to be totally aligned with advertisers so they never second guess the incentives,” TubeMogul CEO Brett Wilson tells The Wall Street Journal<\/a>.<\/p>\n The acquisition is a further sign of consolidation in a video ad-tech ecosystem<\/a>\u00a0where the number of\u00a0companies has grown dizzyingly.<\/p>\n Across the landscape, companies are bolting on point solutions to go end-to-end. Mar-tech M&A advisory group Results International Group reports<\/a> 331 mergers and acquisitions took place in ad-tech and marketing-tech in the first nine months of this year.\u00a0Digiday calls the TubeMogul acquisition a “tipping point<\/a>” for this consolidation.<\/p>\n Previously,\u00a0AOL had acquired Adap.tv in the space, helping its effort to form its One offering.<\/p>\n