SAN JOSE, Calif.–(Business Wire)–Adobe (Nasdaq:ADBE) today announced the completion of its acquisition of
TubeMogul, a leader in video advertising that enables brands and
agencies to plan and buy video advertising across desktops, mobile,
streaming devices and TVs. The combination of Adobe and TubeMogul will
create the first end-to-end independent advertising and data management
solution that spans traditional TV and digital formats, simplifying what
has been a complex and fragmented process for the world’s biggest
brands. The planned integration with Adobe Audience Manager will allow
marketers to unify audience planning and media buying for video
advertising.

“The addition of TubeMogul will further strengthen Adobe’s leadership in
digital marketing and advertising technology,” said Brad Rencher,
executive vice president and general manager of Digital Marketing,
Adobe. “We are excited to extend Adobe Marketing Cloud’s search, display
and social planning and delivery solutions to help our customers
maximize their video advertising investments across screens.”

“The acquisition of TubeMogul enables Adobe to help marketers navigate
the most important development in advertising in 50 years—the dispersal
of consumer video consumption beyond live, prime-time television and
into mobile video, OTT and other on-demand channels,” said Scott Denne,
research analyst with 451 Research. “With an already extensive footprint
in digital marketing, the addition of TubeMogul gives Adobe a technology
that addresses that largest portion of most marketing budgets—TV
advertising—and strengthens Adobe’s pitch to CMOs through an offering
that will equip data-driven TV campaigns.”

“We are excited to enter the next phase of our growth as part of Adobe,”
said Brett Wilson, CEO and co-founder of TubeMogul. “Adobe’s commitment
to innovation, independence and openness means that marketers can count
on software without compromise. A combined Adobe and TubeMogul is
uniquely aligned with advertisers – a neutral, independent partner to
streamline buying across channels that doesn’t have direct ownership of
media.”

With the acquisition now closed, Brett Wilson will continue to lead the
TubeMogul team and focus on video advertising solutions as an
instrumental part of Adobe’s Digital Marketing business. Adobe plans to
share the product roadmap for the integration of TubeMogul with Adobe
Marketing Cloud at Adobe Summit—The Digital Marketing Conference. The
annual event will convene thousands of digital marketing professionals
in Las Vegas, Nevada from March 19-23, 2017, to focus on the future of
digital marketing and delivering personalized, engaging and consistent
customer experiences across devices. To register and for more
information about Adobe Summit, visit the conference
site.

TubeMogul was previously named a video demand-side platform (DSP) leader
by Forrester Research in its report: The
Forrester Wave™ Video Advertising Demand-Side Platforms, Q4 2015.
Adobe and TubeMogul share several joint customers that will benefit from
TubeMogul’s integration with Adobe Marketing Cloud solutions including
Allstate, Johnson Johnson, Kraft, Liberty Mutual, L’Oréal, Nickelodeon
and Southwest Airlines.

Adobe to Host Conference Call with Financial Analysts and Investors
to Discuss TubeMogul Acquisition

Adobe announced it will host a brief conference call with financial
analysts and investors on Jan. 9, 2017 to discuss its acquisition of
TubeMogul. During the call, Adobe management will review the strategic
rationale of the acquisition, as well as outline the implications of
adding TubeMogul into its fiscal year 2017 financial targets. The
company will provide conference call access information in advance of
the call.

About Adobe Marketing Cloud

Adobe Marketing Cloud empowers companies to use big data to effectively
reach and engage customers and prospects with highly personalized
marketing content across devices and digital touch points. Eight tightly
integrated Solutions offer marketers a complete set of marketing
technologies that focus on analytics, web and app experience management,
testing and targeting, advertising, video, audience management, social
engagement and campaign orchestration. The tie-in with Adobe Creative
Cloud makes it easy to quickly activate creative assets across all
marketing channels. Thousands of brands worldwide including two thirds
of Fortune 50 companies rely on Adobe Marketing Cloud.

Forward-Looking Statements Disclosure

This press release includes forward-looking statements, within the
meaning of the Private Securities Litigation Reform Act of 1995, that
are subject to risks, uncertainties and other factors, including risks
and uncertainties related to Adobe’s ability to integrate TubeMogul’s
technology into Adobe Marketing Cloud. All statements other than
statements of historical fact are statements that could be deemed
forward-looking statements, including statements regarding: the ability
of Adobe to extend its leadership in digital marketing; the ability to
integrate TubeMogul’s technology into Adobe’s solutions; the
effectiveness of TubeMogul technology; other potential benefits of the
transaction to Adobe and its customers; any statements of expectation or
belief; and any statements of assumptions underlying any of the
foregoing. These risks, uncertainties and other factors, and the general
risks associated with Adobe’s and TubeMogul’s business, could cause
actual results to differ materially from those referred to in the
forward-looking statements. The reader is cautioned not to rely on these
forward-looking statements. All forward-looking statements are based on
information currently available to Adobe and are qualified in their
entirety by this cautionary statement. For a discussion of these and
other risks and uncertainties, individuals should refer to Adobe’s and
TubeMogul’s SEC filings. Adobe does not assume any obligation to update
any such forward-looking statements or other statements included in this
press release.

Adobe assumes no obligation to, and does not currently intend to, update
these forward-looking statements.

About Adobe

Adobe is changing the world through digital experiences. For more
information, visit www.adobe.com.

© 2016 Adobe Systems Incorporated. All rights reserved. Adobe and the
Adobe logo are either registered trademarks or trademarks of Adobe
Systems Incorporated in the United States and/or other countries. All
other trademarks are the property of their respective owners.

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