Adobe announced today that it has acquired Auditude, a company focused on video ad management and monetisation technologies for premium publishers and media companies.

The acquisition, which is rumoured to be to the tune of $100 million, may prove very exciting news for digital publishers if it offers all the opportunities Adobe believes it will. The company explained that the acquisition will enable it to “provide an end-to-end video offering, by seamlessly connecting authoring, publishing, monetisation and optimisation with the goal of helping customers build long-term video content businesses”.

David Wadhwani, senior vice president and general manager, Digital Media Business Unit at Adobe, pointed out that 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 device.

“With this acquisition, Adobe can now offer an unparalleled platform for authoring, distributing, analysing and monetising digital video experiences everywhere – increasing consumer engagement and driving increased revenue for content publishers,” he elaborated.

The Auditude advertising server platform is primarily aimed at enabling publishers and media companies to efficiently create high-quality, multi-device advertising experiences. Adobe explained that this meshes neatly with its video technologies, such as Adobe Flash Media Server 4.5 software and Adobe Pass.

The company asserted that the combination of Adobe Flash Media Server, Adobe Pass and Auditude “would create the most comprehensive solution for the world’s leading content publishers, broadcasters and brands” to encode video once, securely deliver their content across platforms on-demand and generate a profit.

“By joining Adobe we are accelerating our vision of helping top media companies and publishers maximise the value of their video content,” added Jeremy Helfand, chief executive officer, Auditude.

“Adobe has deep roots in video and bringing our capabilities together will provide great incremental benefits for our customers. As part of Adobe we are excited to bring publishers and media companies a platform offering that has never been possible before, driving unprecedented opportunities for them,” he concluded.

In recent news Adobe announced that it would be launching creative apps for tablets during the course of November, to compliment its creative suite of products, alongside its Creative Cloud initiative.