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TubeMogul

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Namestring
TubeMogul
Websiteurl
advertising.adobe.com
Company typeenum
Private
Founded yearint
2006
Descriptiontext

TubeMogul is an enterprise software platform for digital branding, originally founded in 2006 in Emeryville, California, that enabled brands to execute global video advertising campaigns programmatically. The platform's core capability was programmatic media buying, planning, measurement, and optimization across digital video and display inventory, serving mid-to-large enterprise advertisers seeking unified cross-channel campaign workflows. The product was built around integration with ad exchanges and demand-side platforms, with functionality spanning audience targeting, real-time bidding, and cross-channel attribution.

Following its acquisition by Adobe (announced 2016, completed 2018), TubeMogul was re-platformed and rebranded as Adobe Advertising within Adobe Experience Cloud. The combined offering is sold as an enterprise SaaS subscription bundled into Adobe Experience Cloud contracts, with authentication migrated to Adobe IMS and the product accessible at advertising.adobe.com. Go-to-market is executed through Adobe's global enterprise field sales organization, targeting enterprise advertisers that already use Adobe's analytics, content management, and campaign automation products. Revenue mechanics are subscription-based with annual billing and quote-based pricing; specific contract values are not publicly disclosed.

Pre-acquisition, TubeMogul operated as an independent venture-backed company that raised approximately $135 million across multiple funding rounds (2007-2015), was briefly public on NASDAQ under ticker TUBE, and completed at least one acquisition (Illuminex, 2008). The standalone entity had 101-250 employees at its peak and served enterprise advertisers through direct sales. Post-acquisition, the company has no independent P&L, no standalone revenue disclosure, and operates as an integrated product line within Adobe's Digital Experience business segment rather than a separately reported business unit.

Short descriptiontext

TubeMogul was a programmatic video advertising platform for enterprise brands, founded in 2006. Following Adobe's 2018 acquisition, it now operates as Adobe Advertising within Adobe Experience Cloud, providing cross-channel ad planning, buying, measurement, and optimization.

Operating statusenum
Acquired
Ownership categoryenum
Headcount rangeband
101–250
akta.pro rankint
HeadquartersEmeryville, United States
HQ citystring
Emeryville
HQ countrystring
United States
HQ regionstring
North America
Markets served

Serves global market

Keyword5 values
programmatic advertising, video ad buying, ad campaign management, cross-channel advertising, digital advertising platform
Industry3 codes
1Video/CTV/OTT Media Buying
CodeMPAAABAEPrimaryYes
2Short-Form Video Advertising & Brand Collaboration Platforms
CodeMPACAHAHPrimaryNo
3Creative, Content Production & Ad Ops Tools
CodeBPAMALAKPrimaryNo
NAICS code2 codes
  • Media Buying Agencies54183
  • Advertising Agencies54181
SIC code2 codes
  • Services-Advertising7310
  • Services-Advertising Agencies7311
Product category
Programmatic Advertising Software
Social media profiles1 record
GTM motion1 record

Each record includes

Type, Description, Source

Revenue model1 record
1Enterprise SaaS Subscription
TypeSubscription Recurring
Description

Adobe Advertising operates as part of Adobe Experience Cloud, providing programmatic advertising capabilities including planning, buying, measuring, and optimizing advertising spend across channels. Revenue is generated through enterprise subscriptions within the Adobe Experience Cloud suite.

advertising.adobe.com
Marketing channels2 records

Each record includes

Title, Type, Stage, Description, Source

Distribution channels1 record

Each record includes

Title, Type, Scope, Target buyer, Description, Source

Cost components5 values
Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Pricing details1 tier
1Adobe Experience Cloud enterprise subscription
ModelSubscriptionBilling cadenceAnnual
Notes

Quote-based pricing as enterprise SaaS platform

advertising.adobe.com
GTM typeB2B
B2B
Offering typeSoftware
Software
Core offering1 text field

TubeMogul, now operating as Adobe Advertising, provides an enterprise software platform that enables brands and agencies to plan, buy, measure, and optimize digital video and cross-channel advertising spend. Following its 2018 acquisition by Adobe, the platform is delivered as part of Adobe Experience Cloud, integrating programmatic media buying with campaign analytics and content workflows.

Differentiator
Functional benefit
Problem solved
Product overview1 text field

Adobe Advertising (formerly TubeMogul) operates as an integrated advertising platform within the Adobe Experience Cloud ecosystem. The product portfolio centers on Adobe Advertising as the core unified platform, which consolidates video and display advertising capabilities including campaign planning, media buying, cross-channel measurement, and optimization. The platform is designed for scalability and provides real-time insights and personalized advertising experiences.

Product and service1 record
1Adobe Advertising (formerly TubeMogul)
CategoryDigital Advertising Platform
Description

An integrated programmatic advertising platform that enables enterprise advertisers and brands to plan, buy, measure, and optimize cross-channel digital advertising spend to increase conversions; now part of Adobe Experience Cloud with seamless integration to Adobe marketing tools for real-time insights and personalized experiences.

Scale indicator1 record

Each record includes

Type, Value, Description, Source

Partnership1 partner
1Adobe
Strategic tierFlagshipTypeStrategic or Co-development PartnerAnnounced on2018-01-01
Description

Adobe acquired TubeMogul in 2018 and integrated it into Adobe Experience Cloud, rebranding the combined advertising platform as Adobe Advertising. The integration combines TubeMogul's programmatic advertising technology with Adobe's marketing cloud ecosystem.

Expansion highlight3 records

Each record includes

Type, Description

Peers10 records
1Xandr (Microsoft)
TypeBroad incumbent
Description

Microsoft-owned ad tech platform (formerly AppNexus) providing DSP and supply-side capabilities for enterprise media buying, overlapping with Adobe Advertising's programmatic video and display buying functionality.

2MediaMath
TypeDirect peer
Description

Programmatic DSP offering media buying, audience targeting, and campaign optimization across digital channels. Directly comparable to TubeMogul/Adobe Advertising's core DSP functionality for enterprise brand advertisers.

3Google DV360 (Display & Video 360)
TypeBroad incumbent
Description

Google's enterprise DSP for cross-channel media buying, including video and display. A direct functional competitor and the dominant scaled incumbent in the same category Adobe Advertising plays in.

4LiveRamp
TypeOthers
Description

Data connectivity and identity resolution platform that supports programmatic advertising workflows. While not a direct DSP competitor, it is a key ecosystem enabler for the same enterprise advertisers Adobe Advertising serves and often part of the same procurement conversations.

5Criteo
TypeDirect peer
Description

Ad tech platform providing programmatic media buying and retargeting solutions to enterprise advertisers, with overlap in display and commerce-media activation adjacent to Adobe Advertising's scope.

6Amobee
TypeDirect peer
Description

Cross-channel programmatic advertising platform serving enterprise advertisers with planning, buying, and measurement capabilities across video, display, and CTV — closely aligned with Adobe Advertising's offering.

7Simplifi (formerly StackAdapt) competitors / AdRoll
TypeEmerging player
Description

Mid-market and emerging DSPs offering programmatic video and display buying with growing enterprise traction, competing for the same advertiser budget pool as Adobe Advertising, particularly with growing CTV capabilities.

8Yahoo (Yahoo Ads / Verizon Media)
TypeBroad incumbent
Description

Operates the Yahoo DSP and demand-side advertising platform alongside owned inventory, competing in programmatic video and display buying with a broad portfolio play similar to Adobe Advertising's bundled approach.

9Amazon Ads / Amazon DSP
TypeBroad incumbent
Description

Amazon's demand-side platform offering programmatic buying across Amazon-owned inventory and third-party exchanges. Competes for the same enterprise advertiser budget that Adobe Advertising targets, with structural inventory advantages.

10The Trade Desk
TypeDirect peer
Description

Independent programmatic DSP for digital advertising, with strong emphasis on video and CTV buying — the most direct competitor to Adobe Advertising in the cross-channel media buying category for enterprise advertisers.

Market position
Strengths4 records

Each record includes

Headline, Details, Source

Weaknesses4 records

Each record includes

Headline, Details, Source

Competitive moat4 records

Each record includes

Type, Details

Key risks5 records

Each record includes

Headline, Details, Source

Key highlights6 records

Each record includes

Headline, Details, Source

Customer concentration

Classification, Details

Segment1 record

Each record includes

Title, Type, Primary, Description, Pain point addressed, Use case, Source

Ideal customer profile1 record

Each record includes

Profile, Firmographic size, Sales motion, Sales cycle length, Buying structure, Purchase trigger, Buyer persona, Geography, Industry vertical, Primary use case, Description, Pain points, Evidence proof points, Target buyer

Technology focused
Yes
API detail
Has APIbool
No

Docs URL, Description

AI maturity
App detail

Has app

Core technology
Revenue estimate
Valuation estimate
Number of profiles
Profiles3 records

Each record includes

Name, Designation, Designation category, Overview, Profile commentary, Source

No data
No data
Funding overview

Funding stage, Last funding date, Total funding USD

Funding rounds7 records

Each record includes

Round, Amount USD, Date, Pre money valuation, Total investors, Investors, News

Investors9 records

Each record includes

Name, Type, Date of entry, Rounds participated, Website

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Each record includes

Name, Acquisition type, Announced date, Completed date, Status, Website, News

Investment

Each record includes

Name, Round, Announced date, Lead investor, Website, News

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

TubeMogul

Programmatic Advertising Softwareadvertising.adobe.com

TubeMogul was a programmatic video advertising platform for enterprise brands, founded in 2006. Following Adobe's 2018 acquisition, it now operates as Adobe Advertising within Adobe Experience Cloud, providing cross-channel ad planning, buying, measurement, and optimization.

What TubeMogul does

TubeMogul is an enterprise software platform for digital branding, originally founded in 2006 in Emeryville, California, that enabled brands to execute global video advertising campaigns programmatically. The platform's core capability was programmatic media buying, planning, measurement, and optimization across digital video and display inventory, serving mid-to-large enterprise advertisers seeking unified cross-channel campaign workflows. The product was built around integration with ad exchanges and demand-side platforms, with functionality spanning audience targeting, real-time bidding, and cross-channel attribution.

Following its acquisition by Adobe (announced 2016, completed 2018), TubeMogul was re-platformed and rebranded as Adobe Advertising within Adobe Experience Cloud. The combined offering is sold as an enterprise SaaS subscription bundled into Adobe Experience Cloud contracts, with authentication migrated to Adobe IMS and the product accessible at advertising.adobe.com. Go-to-market is executed through Adobe's global enterprise field sales organization, targeting enterprise advertisers that already use Adobe's analytics, content management, and campaign automation products. Revenue mechanics are subscription-based with annual billing and quote-based pricing; specific contract values are not publicly disclosed.

Pre-acquisition, TubeMogul operated as an independent venture-backed company that raised approximately $135 million across multiple funding rounds (2007-2015), was briefly public on NASDAQ under ticker TUBE, and completed at least one acquisition (Illuminex, 2008). The standalone entity had 101-250 employees at its peak and served enterprise advertisers through direct sales. Post-acquisition, the company has no independent P&L, no standalone revenue disclosure, and operates as an integrated product line within Adobe's Digital Experience business segment rather than a separately reported business unit.

TubeMogul firmographics

Firmographics
Name
TubeMogul
Website
https://advertising.adobe.com
Company type
Private
Founded year
2006
Operating status
Acquired
Headcount range
101–250 employees
Short description
TubeMogul was a programmatic video advertising platform for enterprise brands, founded in 2006. Following Adobe's 2018 acquisition, it now operates as Adobe Advertising within Adobe Experience Cloud, providing cross-channel ad planning, buying, measurement, and optimization.
Ownership category
akta.pro rank

TubeMogul industry classification

Industry
Product category
Programmatic Advertising Software
NAICS
Media Buying Agencies (54183), Advertising Agencies (54181)
SIC
Services-Advertising (7310), Services-Advertising Agencies (7311)
akta.pro primary industry
Video/CTV/OTT Media Buying (MPAAABAE)
akta.pro secondary industries
Short-Form Video Advertising & Brand Collaboration Platforms (MPACAHAH), Creative, Content Production & Ad Ops Tools (BPAMALAK)

Keywords

  • Programmatic advertising
  • Video ad buying
  • Ad campaign management
  • Cross-channel advertising
  • Digital advertising platform

Where TubeMogul is headquartered

Location

Headquarters

HQ city
Emeryville
HQ country
United States
HQ region
North America

Markets served

TubeMogul business model

Business model
GTM type
B2B
Offering type
Software
Cost components
Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

  1. Enterprise SaaS Subscription: Adobe Advertising operates as part of Adobe Experience Cloud, providing programmatic advertising capabilities including planning, buying, measuring, and optimizing advertising spend across channels. Revenue is generated through enterprise subscriptions within the Adobe Experience Cloud suite.

Pricing tiers

ModelBillingPrice
SubscriptionAnnualAdobe Experience Cloud enterprise subscription

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

TubeMogul product offering

Product offering

Core offering

TubeMogul, now operating as Adobe Advertising, provides an enterprise software platform that enables brands and agencies to plan, buy, measure, and optimize digital video and cross-channel advertising spend. Following its 2018 acquisition by Adobe, the platform is delivered as part of Adobe Experience Cloud, integrating programmatic media buying with campaign analytics and content workflows.

Product overview

Adobe Advertising (formerly TubeMogul) operates as an integrated advertising platform within the Adobe Experience Cloud ecosystem. The product portfolio centers on Adobe Advertising as the core unified platform, which consolidates video and display advertising capabilities including campaign planning, media buying, cross-channel measurement, and optimization. The platform is designed for scalability and provides real-time insights and personalized advertising experiences.

Differentiator

Problem solved

Functional benefit

Products and services

  • Adobe Advertising (formerly TubeMogul) An integrated programmatic advertising platform that enables enterprise advertisers and brands to plan, buy, measure, and optimize cross-channel digital advertising spend to increase conversions; now part of Adobe Experience Cloud with seamless integration to Adobe marketing tools for real-time insights and personalized experiences.

Companies that use TubeMogul

Customer profile

Segments1 record

Ideal customer profiles1 record

TubeMogul technology and API

Technology

Technology focussed Yes

API detail

Has API
No
API docs
API detail

Core technology

AI maturity

App detail

TubeMogul partnerships and signals

Strategic signal

Partnerships

One partnership is on record.

  • AdobeflagshipStrategic or Co-development Partner · 1 January 2018Adobe acquired TubeMogul in 2018 and integrated it into Adobe Experience Cloud, rebranding the combined advertising platform as Adobe Advertising. The integration combines TubeMogul's programmatic advertising technology with Adobe's marketing cloud ecosystem.

Scale indicators1 record

Expansion highlights3 records

TubeMogul competitors and assessment

Company assessment

Broad incumbents

  • Xandr (Microsoft): Microsoft-owned ad tech platform (formerly AppNexus) providing DSP and supply-side capabilities for enterprise media buying, overlapping with Adobe Advertising's programmatic video and display buying functionality.
  • Google DV360 (Display & Video 360): Google's enterprise DSP for cross-channel media buying, including video and display. A direct functional competitor and the dominant scaled incumbent in the same category Adobe Advertising plays in.
  • Yahoo (Yahoo Ads / Verizon Media): Operates the Yahoo DSP and demand-side advertising platform alongside owned inventory, competing in programmatic video and display buying with a broad portfolio play similar to Adobe Advertising's bundled approach.
  • Amazon Ads / Amazon DSP: Amazon's demand-side platform offering programmatic buying across Amazon-owned inventory and third-party exchanges. Competes for the same enterprise advertiser budget that Adobe Advertising targets, with structural inventory advantages.

Direct peers

  • MediaMath: Programmatic DSP offering media buying, audience targeting, and campaign optimization across digital channels. Directly comparable to TubeMogul/Adobe Advertising's core DSP functionality for enterprise brand advertisers.
  • Criteo: Ad tech platform providing programmatic media buying and retargeting solutions to enterprise advertisers, with overlap in display and commerce-media activation adjacent to Adobe Advertising's scope.
  • Amobee: Cross-channel programmatic advertising platform serving enterprise advertisers with planning, buying, and measurement capabilities across video, display, and CTV — closely aligned with Adobe Advertising's offering.
  • The Trade Desk: Independent programmatic DSP for digital advertising, with strong emphasis on video and CTV buying — the most direct competitor to Adobe Advertising in the cross-channel media buying category for enterprise advertisers.

Others

  • LiveRamp: Data connectivity and identity resolution platform that supports programmatic advertising workflows. While not a direct DSP competitor, it is a key ecosystem enabler for the same enterprise advertisers Adobe Advertising serves and often part of the same procurement conversations.

Emerging players

  • Simplifi (formerly StackAdapt) competitors / AdRoll: Mid-market and emerging DSPs offering programmatic video and display buying with growing enterprise traction, competing for the same advertiser budget pool as Adobe Advertising, particularly with growing CTV capabilities.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

TubeMogul social profiles

Digital presence

TubeMogul financial estimates

Financial estimate

Revenue estimate

Valuation estimate

TubeMogul leadership team

Management profile

Number of profiles

Profiles3 records

TubeMogul funding detail

Funding detail

Funding overview

Funding rounds7 records

Investors9 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

TubeMogul M&A and investment

M&A and investment

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TubeMogul

What does TubeMogul do?

TubeMogul, now operating as Adobe Advertising, provides an enterprise software platform that enables brands and agencies to plan, buy, measure, and optimize digital video and cross-channel advertising spend. Following its 2018 acquisition by Adobe, the platform is delivered as part of Adobe Experience Cloud, integrating programmatic media buying with campaign analytics and content workflows.

Is TubeMogul a public or private company?

TubeMogul is a private company. It is classified as corporate owned and is currently acquired.

When was TubeMogul founded?

TubeMogul was founded in 2006. It employs 101 to 250 people.

Where is TubeMogul based?

TubeMogul is headquartered in Emeryville, United States, in the North America region.

How does TubeMogul make money?

One revenue line is on record: enterprise SaaS Subscription.

Who are TubeMogul's main competitors?

Broad incumbents on record are Xandr (Microsoft), Google DV360 (Display & Video 360), Yahoo (Yahoo Ads / Verizon Media) and Amazon Ads / Amazon DSP. Direct peers are MediaMath, Criteo, Amobee and The Trade Desk. LiveRamp is listed as an others. Simplifi (formerly StackAdapt) competitors / AdRoll is listed as an emerging player.

Does TubeMogul have an API?

No public API is recorded for TubeMogul.

What industry is TubeMogul in?

TubeMogul's product category is Programmatic Advertising Software. Its primary akta.pro industry code is MPAAABAE, Video/CTV/OTT Media Buying, with a secondary code of MPACAHAH, Short-Form Video Advertising & Brand Collaboration Platforms. Its NAICS code is 54183 and its SIC code is 7310.

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Live signals
AdNewsAdobe unveils TubeMogul planAdobe has completed the integration of its recently acquired TubeMogul into a new platform called Adobe Advertising Cloud, creating what it claims is the industry's first end-to-end advertising management platform spanning both traditional TV and digital formats. The platform manages nearly US$3.5 billion in annualized ad spend across more than 1,000 global clients including major brands such as L'Oréal, Ford, and Johnson & Johnson. Adobe also launched Adobe Experience Cloud as an umbrella offering across its marketing, advertising, analytics, and experience products, leveraging machine learning and AI capabilities through Adobe Sensei.Business InsiderThe CEO of ad tech firm TubeMogul explains why he sold his company to Adobe for $540 million and what happens nowAdobe acquired TubeMogul for $540 million, and CEO Brett Wilson will lead Adobe's advertising business. The deal integrates TubeMogul's video DSP with Adobe's Marketing Cloud, and Wilson expects Adobe to pursue more ad tech acquisitions.PR NewswireFreckle's Industry-First Attribution Tag Supported By Five Global DSPsFreckle, a first-party mobile data company, announced the release of an industry-first agnostic in-store Attribution Tag that has gained operational support from the five largest global demand-side platforms: AppNexus, The Trade Desk, MediaMath, TubeMogul, and Adelphic. The tag enables brands and agencies to measure the effectiveness of their advertising in driving consumers to physical store locations, addressing a gap similar to how fraud detection and viewability measurement became standard components of programmatic campaigns. Freckle's CEO noted that the endorsement creates a foundation for an industry-standard verification platform and predicted that attribution tags will soon become a standard component of mobile campaigns.PR NewswireDigital Video Value Chain 2017AccuStream Research released its Digital Video Value Chain 2017 report showing digital video tech vendors grew revenue by 28.7% in 2016 to $68.7 billion, with 26.5% growth projected for 2017. The U.S. and North America accounted for 53% of the global total, while mobile and cross-channel adtech represented a $26.6 billion market segment and CDNs generated $23.3 billion. Notable transactions cited include CenturyLink's $25 billion acquisition of Level 3 and Adobe's $540 million acquisition of TubeMogul, underscoring continued consolidation across CDN and adtech sectors.GlobeNewswireTubeMogul Named Official Instagram Partner Program MemberTubeMogul was named an official Instagram Partner member, receiving the Partner badge with an Ad Tech specialty. The integration lets advertisers buy video and display ads on Instagram through TubeMogul's self-serve platform, with over 70 global advertisers running 125 campaigns. The company plans to expand cross-channel reporting and planning.GlobeNewswireTubeMogul Academy Finishes 2016 With Over 440 Client CertificationsTubeMogul announced that its Academy certified over 100 executives and media traders in Q3 2016, with clients including Adidas, BRP, Clorox, and Diageo. The program, launched in 2014, expanded to over 10 countries, and the company is preparing for 2017.PR NewswireSHAREHOLDER ALERT: Monteverde & Associates PC Announces an Investigation of The Board of Directors of TubeMogul - TUBEMonteverde & Associates PC announced an investigation into the Board of Directors of TubeMogul regarding its proposed sale to Adobe Systems for $14 per share. The inquiry focuses on whether the board breached fiduciary duties by failing to conduct a fair sales process or properly disclose material information about the transaction. This legal action challenges the valuation and procedural integrity of the merger.Business InsiderA 'social media company' and 'foreign telecom company' were interested in buying TubeMogul before Adobe swooped in with its $540 million offerTubeMogul had eight potential acquirers before Adobe's $540 million offer, including an unnamed social media company and a foreign telecom. The social media company, possibly Facebook, stalled after due diligence, while Singtel, which invested $10 million in 2013, was also rumored.PR NewswireSHAREHOLDER UPDATE: Brodsky & Smith, LLC Announces an Investigation of The Board of Directors of TubeMogul, Inc. -TUBELaw firm Brodsky & Smith announced an investigation into TubeMogul's Board of Directors regarding the company's sale to Adobe Systems for $14.00 per share in cash. The investigation centers on potential breaches of fiduciary duty and allegations that Adobe is underpaying for TubeMogul, which could result in losses for shareholders given the stock previously traded at $17.94 per share and analysts have set a $17.00 price target.PR NewswireHarwood Feffer LLP Announces Investigation of TubeMogul, Inc.Harwood Feffer LLP announced on November 11, 2016 an investigation into TubeMogul Inc.'s board of directors regarding the proposed acquisition by Adobe Systems Incorporated, announced the previous day. Under the deal terms, TubeMogul stockholders would receive $14.00 per share in cash, representing approximately $540 million in total transaction value expected to close in Q1 fiscal 2017. The law firm is examining whether the board fulfilled its fiduciary duties to shareholders, noting that at least one analyst's price target was $17.00 per share, suggesting the offer may be below fair value.