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Adobe to buy video-ad manager Auditude

Plan is to take Auditude's ad server and integrate it with Adobe's digital marketing tools.

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

The acquisition of privately held Auditude will give 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. Auditude 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.

This story originally posted as "Adobe buys Auditude, eyes video ads" on ZDNet's Between the Lines.