Adobe acquires Auditude for video content management


Adobe acquires Auditude for video content management

Jenny Williams

Adobe has announced it has acquired video advertising management platform Auditude for an undisclosed amount.

The company will provide an "end-to-end video offering" across IP-enabled devices to help firms build business through video content.

"With this acquisition, Adobe can now offer an unparalleled platform for authoring, distributing, analysing and monetising digital video experiences everywhere - simplifying workflows, increasing consumer engagement, delivering insights and driving increased revenue for content publishers," said David Wadhwani, senior vice-president and general manager of the digital media business unit at Adobe.

Auditude supports its video advertising management via an open architecture platform. The company said its platform allows for easy integration into content management systems, as well as cross-device workflow.

Jeremy Helfand, CEO at Auditude, said the platform is aimed at top media companies and publishers to help maximise the value of video content.



Adobe will integrate Auditude with Adobe's digital marketing suite, which provides analytics, while the advertising server platform will integrate with Adobe's Flash Media Server 4.5 software and television platform Adobe Pass.

Customers will be able to make use of Auditude's products in 2012.

Adobe updated Flash Media Server 4.5 in September to support Apple iOS devices to allow media publishers to more easily create http video content for multiple devices and platforms.

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