Adobe buys Auditude reportedly for about $100 million

Adobe Systems has acquired Palo Alto-based Auditude, the two companies jointly announced today. Auditude is a video ad management and analytics platform, which now becomes part of Adobe’s efforts to enter contemporary and fast growing markets such as video and mobile devices. While the two companies didn’t disclose the terms of the deal, our sources familiar with the deal put the value of the acquisition at around $100 million. Auditude had raised a total of $38 million from Redpoint Ventures and Greylock Partners. It works with companies such as Comcast, MLB, Starz & Fox News. Auditude started out as video fingerprinting technology company but later morphed into a company that balanced“who owns the rights to make money from a video with what ads are available.”