Adobe is pushing itself closer to the centre of the crossmedia publishing revolution with the acquisition of video platform developer Auditude.

The privately-owned company is a leader in technologies for video ad management and monetisation, and will help Adobe to achieve an end-to-end video offering.

The company says it will seamlessly connect authoring, publishing, monetisation and optimization with the goal of helping customers build long-term businesses through the delivery of quality video content and superior viewing experience across all IP-enabled devices.

“Premium video publishers want to capitalise on the foundational shift to digital by providing viewers with great media experiences and maximizing the value of their content on every IP device,” says David Wadhwani, senior vice president and general manager of Adobe’s digital media business unit.

“With this acquisition, Adobe can now offer an unparalleled platform for authoring, distributing, analysing and monetising digital video experiences everywhere.”

Delivered via an open architecture platform, Auditude enables publishers and media companies to create a TV-like multi-device advertising experience. Features include easy integration into content management and other video operations systems, facilities for targeting, flexible ad placement and ad product offerings and intuitive sales rights management.

Auditude chief executive Jeremy Helfland says the deal accelerates their vision of helping publishers maximize the value of their video content: “Adobe has deep roots in video and bringing our capabilities together will provide great incremental benefits for our customers,” he says.

Adobe says Auditude’s advertising server platform meshes neatly with its own video technologies including Flash Media Server 4.5 software and the Adobe Pass ‘TV everywhere’ platform.

The company also plans to integrate Auditude with its Digital Marketing Suite of integrated analytics and optimisation products. Users can identify effective marketing and content delivery strategies and ad placements as well as create personalised customer experiences across channels.