Deluxe Entertainment Services Group of Burbank has sold off its AdServices unit, which develops television content management software, to London’s Adstream.

The sale price was undisclosed, but was an “eight figure deal,” said Adstream. The Deluxe Adservices unit was bought for its customer base and trusted brand, said Adstream Global Strategy Director Ian Wheal.

“It has been our long-term goal to be a big player in the U.S. market,” said Wheal. “It’s a very important market for us because all the media and entertainment companies we work with are here.”

Adstream’s cloud-based software helps brands, creative agencies and publishers collaborate around large digital media files as the content is passed around, edited and then ultimately distributed.

“You could look at us as an incredibly advanced Dropbox,” said Wheal.

Deluxe Adservice’s software focuses on television and radio files, and is expected to deliver 10 percent to 20 percent of all Super Bowl television spots, said AdStream.

Technology reporter Garrett Reim can be reached at [email protected]. Follow him on Twitter @garrettreim for the latest in L.A. tech news.