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Adobe buys Auditude

Acquisition strategy increasingly Googlesque

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Adobe continues to spend up expanding its advertising business with the acquisition of Auditude, an online video ad management platform.

Terms of the deal were not disclosed but speculation suggests the transaction was worth around $US100 million.

Palo Alto based Auditude has raised nearly $US40 million in the past four years, and recently scored a significant deal with Major League Baseball Advanced Media, to build a rich media ad serving platform for inserting live ads. Auditude begun life as a video fingerprinting technology company, but moved into video ad serving.

“Auditude’s advertising server platform meshes neatly with Adobe’s video technology. The combination of Adobe Flash Media Server, Adobe Pass and Auditude creates the most comprehensive solution for the world’s leading content publishers, broadcasters and brand to encode video once, securely deliver their content across platforms on-demand and efficiently monetize it,” Adobe said in a statement.

Adobe plans to integrate Auditude with the Adobe Digital Marketing Suite.

The acquisition follows Adobe’s purchase in early October of Nitobi, creators of the open source PhoneGap project that lets users build cross-platform mobile apps using HTML technologies.

Two years ago Adobe forked out online analytics firm Omniture for $US1.8 billion. ®

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