Adobe buys Auditude, eyes video ads

Summary:Adobe's plan is to take Auditude's ad server and combine it with its Flash Media Server and Adobe Pass platform.

Adobe plans to acquire Auditude, a video ad management company, and integrate it with its digital marketing tools.

The acquisition of privately held Auditude gives Adobe the ability to layer in monetization with its video publishing tools. Adobe will also look to cross sell its analysis tools from its Omniture service.

Auditude's software, which plugs into various content management and video creation tools, allows publishers to create video ads for multiple screens. Audible enables flexible ad placement and workflow tools.

Adobe's plan is to take Auditude's ad server and combine it with its Flash Media Server and Adobe Pass platform, which is used by cable companies for their TV Everywhere initiatives. Ultimately, Adobe will integrate Auditude into its Digital Marketing Suite.

Terms of the deal weren't disclosed.

Topics: Enterprise Software, CXO

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Larry Dignan is Editor in Chief of ZDNet and SmartPlanet as well as Editorial Director of ZDNet's sister site TechRepublic. He was most recently Executive Editor of News and Blogs at ZDNet. Prior to that he was executive news editor at eWeek and news editor at Baseline. He also served as the East Coast news editor and finance editor at CN... Full Bio

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