Value indeed in online ads as Adobe acquires Auditude

Only days after publishing research revealing huge opportunities in online video advertising, monetisation technology provider Auditude has itself been snapped up by Adobe.
Auditude’s technology is designed to allow media companies to create a TV-like, multi-device advertising experience across online video platforms. It includes the ability to content management, targeting, ad placement and ad product offerings, sales rights management, control of incremental advertising demand, cross-device workflow.
The company’s research found that key to the enhanced opportunity of online video is the increased ability of providers to offer TV-like commercials within online video. It found that completion rates of ad breaks streamed within live content jumps significantly, compared to those within video-on-demand (VOD) content and that that the completion rates of ads on live content are significantly higher compared with VOD content 86% and 60% respectively.

Through the acquisition, Adobe say that it is now uniquely positioned to provide an end-to-end video offering enabling the delivery of high quality video content and superior viewing experience across all IP-enabled devices, connecting authoring, publishing, monetisation and optimisation. It will integrate Auditude with the Adobe Digital Marketing Suite, which consists of integrated analytics and optimisation products.

“Premium video publishers want to capitalise on the foundational shift to digital by providing viewers with great media experiences and maximising the value of their content on every IP device,” explained David Wadhwani, senior vice president and general manager, Digital Media Business Unit, Adobe. “By joining Adobe we are accelerating our vision of helping top media companies and publishers maximise the value of their video content,” said Jeremy Helfand, chief executive officer, Auditude.