Adobe Systems has agreed to buy digital marketing company Neolane for $600 million in cash. Based in Paris, France, Neolane specializes in social media advertising. Neolane is known for integrating online and offline marketing data across enterprises through the use of web, e-mail, mobile, social, direct mail, call centers, and point of sale.
“The acquisition of Neolane brings critical cross-channel campaign management capabilities to the Adobe® Marketing Cloud,” stated Adobe’s Digital Marketing SVP and general manager Brad Rencher. “Adobe has long been the trusted partner to creative professionals and we are now extending our lead in the digital marketing space with the addition of Neolane. From campaign creation through planning, execution and optimization, Adobe technology is driving the entire marketing process.”
Neolane is going to become the sixth solution in Adobe’s Marketing Cloud products. They will complement Analytics, Target, Experience Manager, Social, and Media Optimizer. Neolane has over 400 customers worldwide and many of them are also Adobe’s customers. This deal is expected to close in July.