The operation will involve the disbursement of about $ 540 million from Adobe.

 

In order to increase its capabilities in the advertising field, Adobe has announced that plans to acquire TubeMogul , a company founded in 2016 specialized technology for video ads . < / p>

Specifically, it is a programmatic platform that allows to agencies and brands «plan, buy, measure and optimize» , spending on their video ads on different platforms.

In order to obtain the approval of the shareholders of TubeMogul, at Adobe offer $ 14 per share , a price that the video advertising company has not enjoyed since last April.

If the Adobe offer is accepted, the value paid by TubeMogul will be of around 540 million dollars , with one part paid in cash and another part through the issuance of debt.

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From Adobe they have commented that TubeMogul will allow them to transform their Adobe Marketing Cloud tool into the first end-to-end independent advertising and data management solution that includes television and digital formats.

Regarding the dates to complete the operation, it is expected to close during the first quarter of 2017 .