Adobe Buys Ad-Platform Auditude

Adobe is buying Auditude, an online video ad-platform. The deal lets Adobe monetize its video publishing tools, according to ZDNet, by integrating Auditude’s ad server with its digital marketing. The deal is the latest move into web advertising from Adobe, which was previously known for its software applications such as Flash and Dreamweaver. In January this year Adobe bought data-management firm Demdex, as reported in Adweek. The deal marked a clear step towards monetizing Adobe products through online marketing. Demdex helps advertisers and publishers make better sense of their audience data for ad campaigns. In 2009 Adobe also paid $1.8 billion for the web analytics firm Omniture. Adobe vice president Todd Teresi says that purchase was the first clear sign that the company intended to diversify into digital marketing. “We signaled our interest in the marketing side of the content equation when we purchased Omniture,” Teresi told MediaPost. “That product, Adobe Digital Marketing Suite, is now a core offering for Adobe.” Adobe senior vice president David Wadhwani says Auditude will be a key monetization tool for Adobe. "Premium video publishers want to capitalize on the foundational shift to digital,” he said in a statement. “Adobe can now offer an unparalleled platform for authoring, distributing, analyzing and monetizing digital video experiences." The financial details of the deal have not been disclosed. But VentureBeat reports that Adobe paid “close to $120 million”... Continue reading at 'AdWeek'

[ AdWeek | 2011-11-02 00:00:00 UTC ]
News tagged with: #marketing side #financial details #$120 million #sources familiar

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[ The Bookseller | 2011-12-13 00:00:00 UTC ]
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Head of Zeus makes first fiction buy

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[ The Bookseller | 2011-12-12 00:00:00 UTC ]
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Head of Zeus makes fiction buy

Literary agent Fiona Spencer Thomas has sold a thriller by Alex Churton to Anthony Cheetham's... Continue reading at The Bookseller

[ The Bookseller | 2011-12-12 00:00:00 UTC ]
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[ Folio Magazine | 2011-12-08 00:00:00 UTC ]
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Condé Nast Partners with AdMeld in Private Digital Ad Exchange

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[ Folio Magazine | 2011-12-08 00:00:00 UTC ]
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[ The Bookseller | 2011-12-07 00:00:00 UTC ]
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[ Folio Magazine | 2011-12-07 00:00:00 UTC ]
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[ The Bookseller | 2011-12-05 00:00:00 UTC ]
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[ The Bookseller | 2011-11-25 00:00:00 UTC ]
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[ Folio Magazine | 2011-11-17 00:00:00 UTC ]
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[ The Bookseller | 2011-11-15 00:00:00 UTC ]
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[ The Bookseller | 2011-11-14 00:00:00 UTC ]
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[ The Bookseller | 2011-11-11 00:00:00 UTC ]
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[ Folio Magazine | 2011-11-11 00:00:00 UTC ]
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[ The Bookseller | 2011-11-10 00:00:00 UTC ]
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[ The Bookseller | 2011-11-10 00:00:00 UTC ]
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[ The New York Times | 2011-11-08 00:00:00 UTC ]
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[ Folio Magazine | 2011-11-05 00:00:00 UTC ]
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[ The Bookseller | 2011-11-04 00:00:00 UTC ]
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