What you need to know in advertising today

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Adobe confirmed
on Thursday that it will acquire Marketo for
$4.75 billion.

Marketo is a privately held marketing automation company. Private
equity firm Vista Equity Partners bought the company for $1.8
billion in 2016.

To read more about the acquisition, click here.

In related news:

Insiders are ‘shocked’ that Adobe is paying nearly $5
billion for Marketo, a deal that Salesforce and SAP also looked
over. “Almost spit out my coffee,” said one source
familiar with Marketo’s financials.

‘We’re going to see continued consolidation’: Adobe’s $4.75
billion acquisition of Marketo could spur a takeover spree at
Salesforce and Oracle. Marketing clouds are
aggressively chasing the same tools and expertise to win over
brands.

In other news:

Instagram’s new TV service recommended videos of
potential child abuse. While monitoring IGTV,
Business Insider found its algorithm recommended disturbing and
potentially illegal videos.

Amazon is taking on TiVo with a new Fire TV DVR that can
record live broadcasts. The device
will start at
$229.99 and will be available by the holidays.

Kanye West and Adidas just made a major play to one-up
Supreme. On Monday, Adidas and Kanye
West ran front page ads on nine newspapers across the
country to promote
the launch of Adidas Yeezy Boost 350 V2 Triple White.

Subway is running a new commercial that tries to slam
McDonald’s — but it’s only making customers confused and
angry. Subway has even started apologizing on
Twitter to customers who say they hate the ads.