Adobe Buys Digital Marketing Company Efficient Frontier

Posted Nov 30, 2011

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.