Vivian D. Labbe
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Vivian D. Labbe in Mergers & Acquisitions,

Adobe's Acquisition Of TubeMogul Validates DSP TV Model

Adobe Systems Incorporated  announced it has agreed to acquire TubeMogul Inc  in a deal which values the company at $14 per share.

TubeMogul provides a single platform that allows brands and agencies to plan and buy video advertising across desktop, mobile, streaming devices and TVs.

Albert Fried's Rich Tullo told Benzinga that Adobe's acquisition of TubeMogul "validates the DSP TV model" and provides TubeMogul with the necessary balance sheet scale and technology scale to compete in a "scaling industry."

A demand-side platform (DSP) enables advertisers to purchase display ad inventory via real-time bidding (RTB) exchanges.

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