Adobe buys Auditude reportedly for over $100 million

Updated: Adobe Systems (s ADBE) has acquired Palo Alto, Calif.-based Auditude, the two companies jointly announced Monday. 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. With this deal, Adobe is now providing full service platform for content owners and aggregators especially as TV Everywhere starts to gain traction. 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 $120 million.

Auditude had raised a total of $38 million from Redpoint Ventures and Greylock Partners. It works with companies such as Comcast, (s cmcsa) MLB, Starz (s lstza) and Fox News. (s nws) Auditude started out as a 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.”

As for its plans for Auditude, Adobe outlined in a press release:

Auditude’s advertising server platform meshes neatly with Adobe’s video technology. The combination of Adobe Flash Media Server, Adobe Pass and Auditude creates the most comprehensive solution for the world’s leading content publishers, broadcasters and brand to encode video once, securely deliver their content across platforms on-demand and efficiently monetize it. Adobe also plans to integrate Auditude with the Adobe Digital Marketing Suite, which consists of integrated analytics and optimization products to collect and unleash the power of customer insight.