Adobe acquires Uru, an AI startup that embeds ads in videos

Adobe has acquired Uru, a computer vision company that helps marketers understand how they could leverage advertising inside videos, according to a post on the New York-based startup's website today. Uru isn't exactly a household name: the company has been fairly quiet about its activities. Its software is supposed to understand the content of a video and then dynamically insert logos and other advertisements that match both the content of the video and look like they were embedded there all along. One of the company's demos from late 2016 shows a logo seemingly painted onto a ping-pong table that was simply digitally edited to be there. The Uru team will be working on Adobe Sensei, a nebulous umbrella encompassing all of the company's work with AI across its entire suite of products.