Adobe announced that it has acquired video ad company Auditude. Terms haven’t been officially disclosed, but reports have the transaction pegged at about $100 million.

Adobe’s description for Auditude says: “Auditude helps maximize the value of video content through advanced ad technology and monetization services so content owners and distributors can effectively monetize their content wherever users choose to view it. Auditude’s flagship product is the Connect platform, an ad serving and decisioning technology targeted at premium video content owners and distributors that enables the insertion, trafficking, delivery, rights management, and analysis of online video ads.”

“Premium video publishers want to capitalize on the foundational shift to digital by providing viewers with great media experiences and maximizing the value of their content on every IP device,” said David Wadhwani, SVP and general manager, Adobe’s Digital Media Business Unit. “With this acquisition, Adobe can now offer an unparalleled platform for authoring, distributing, analyzing and monetizing digital video experiences everywhere – simplifying workflows, increasing consumer engagement, delivering insights and driving increased revenue for content publishers.”

“By joining Adobe we are accelerating our vision of helping top media companies and publishers maximize the value of their video content,” said Auditude CEO Jeremy Helfand. “Adobe has deep roots in video and bringing our capabilities together will provide great incremental benefits for our customers. As part of Adobe we are excited to bring publishers and media companies a platform offering that has never been possible before, driving unprecedented monetization opportunities for them.”

Auditude already provides services to Major League Baseball, FoxNews, Starz, Lionsgate, and other brands of note.

Adobe says it will be tightly integrated with SiteCatalyst and Test&Target.