Adobe to buy Omniture

Adobe has announced a $1.8bn deal to acquire ad-measurement group Omniture.

Adobe

By combining Adobe’s content creation tools and Omniture’s web analytics abilities, the merger will diversify the company’s business.

It will see Adobe embed web optimisation into its creation tools giving advertisers and e-retailers to improve their services and see better return on investment in digital platforms.

It puts Adobe in a good position to “deliver solutions that can transform the future of engaging experiences and e-commerce across all digital content, platforms and devices.”

The deal is part of Adobe’s “mission to revolutionise the way the world engages with ideas and information.”

Adobe president and chief executive Shantanu Narayen says: “Adobe customers are looking to us to deliver engaging experiences and effectively monetise their content and applications online. This is a game changer for both Adobe and our customers. We will enable advertisers, media companies and e-tailers to realise the full value of their digital assets.”

The announcement comes as Adobe reported a revenue decline of $697.5m in the 12 weeks 28 August, down from $887.3m for the same period last year.

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