Adobe to Buy TubeMogul

Adobe will pay roughly $540 million to acquire video advertising firm TubeMogul, it announced Thursday. Adobe said that with video consumption exploding and video advertising growing rapidly, TubeMogul with its own Marketing Cloud digital video platform will create "the first end-to-end independent advertising and data management solution that spans TV and digital formats." The buyer said the takeover is expected to close by the end of February. It said TubeMogul CEO Brett Wilson will continue to head up the TubeMogul team as part of Adobe’s Digital Marketing business.