Adobe has acquired video management and monetisation technology firm Auditude as it looks to boost its range of multiplatform delivery tools.

Adobe said the deal would result in an end-to-end video offering for the delivery of quality video content across all IP-enabled devices.

VP and general manager of dynamic media Jim Guerard told Broadcast that delivery to multiple platforms was top of the agenda at a meeting last week between Adobe and the BBC, Sky, ITV, Fremantle and Bloomberg International.

“We spent a lot of time talking about the role of multi-screen technology and what that means for them from a workflow and a business model point of view,” he said.

“We’ll continue to connect the dots between [Adobe scriptwriting software] Story and our downstream tools, with better content analysis in products like Premiere Pro. We’ll also carry on linking asset management and metadata workflows to connect with streaming servers to help those responsible for ad management.”

Auditude, whose clients include Channel 5 and Dailymotion, provides tools for media companies to create a TV-like, multi-device advertising model. Features include content management, targeting capabilities, ad placement, rights management and control of incremental advertising demand and cross-device workflow.

Adobe director of video product management Bill Roberts said that file-based workflows and multiplatform delivery meant metadata was becoming increasingly important for media companies.

“Media has ceased to be physical, so as you place files in the workflow, they have to be wrapped in metadata,” said Roberts.

Roberts said metadata would increasingly be used for better ad placement and a better return on investment for content owners.