Pulse2 Technology and Social Media News » Omniture Inc.

Adobe Buys Digital Marketing Company Efficient Frontier

Amit Chowdhry — Wed, 30 Nov 2011 21:09:35 +0000

Adobe Systems Incorporated (NASDAQ:ADBE) has acquired digital marketing company Efficient Frontier. The acquisition will help Adobe add multi-channel ad campaign forecasting, execution, and optimization capabilities to their Digital Marketing solutions.

Efficient Frontier has social advertising buying capabilities for Facebook. Efficient Frontier has the ability use optimization algorithms to predict results and marketing ROI for clients.

These capabilities will be rolled into Adobe (Omniture) SearchCenter and Adobe (Omniture) SocialAnalytics. Adobe will also gain ownership of Context Optional, which Efficient Frontier acquired in May 2011 for about $50 million.

Efficient Frontier has a real-time bidding system for display ads and an auction-based buying suite for search, display, and social media. The transaction is expected to close in Adobe’s Q1 of 2012. Some of Efficient Frontier’s investors include Mitsui Ventures, Cambrian Ventures, and Redpoint Ventures.

[TechCrunch]

Domo Raises $33 Million In Series A

Amit Chowdhry — Mon, 18 Jul 2011 02:45:26 +0000

Domo is a software-as-a-service company that has raised $33 million in series A funding from Benchmark Capital. The company has raised a total of $43 million. Domo was founded by Josh James, who also founded and served as the CEO of Omniture.

BREAKING: Adobe To Acquire Omniture For $1.8 Billion

Amit Chowdhry — Tue, 15 Sep 2009 21:02:32 +0000

Adobe Systems Incorporated (NASDAQ:ADBE) announced today that have reached a deal to buy out Omniture, Inc. (NASDAQ:OMTR) for $1.8 billion. That is a 45% premium on Omniture’s closing price over the last 30 days. Omniture started in 1996 and has about 1,200 employees. The company made about $300 million in revenue as of December 12.

Shantanu Narayen, the CEO of Adobe said that this acquisition will be a “game changer” for the company. The acquisition indicates that Adobe has a major interest in providing analytics services for enterprises. “Adobe customers are looking to us for solutions to deliver engaging experiences and more effectively monetize their content and applications online,” stated Narayen said in a press release.

The deal is expected to close during Adobe’s fourth quarter of their fiscal year. Omniture will become a division of Adobe. Josh James, the current CEO of Omniture will continue to run the company as an Adobe SVP.

Omniture started in 1996 and acquired four companies for over $511 million. These four companies included Mercado ($6.5 million), Offermatica ($65 million), Touch Clarity ($51.5 million), and Visual Sciences (formerly known as WebSideStory-$394 million).

To gather analytics for their clients, Omniture uses cookies to track consumer habits. One of the domains that Omniture uses is 2o7.net. Adobe was one of their clients before the acquisition.