Adobe to Acquire Leading Digital Ad Buying and Optimization Platform
On a press release published on November 30, Adobe Systems Incorporated had confirmed that they just entered into an agreement to acquire privately owned Efficient Frontier. It’s a California based online advertising company which focuses highly on social media like Facebook.
Adobe believes that the acquisition will add multi-channel ad campaign forecasting, execution and optimization capabilities to Adobe’s existing Digital Marketing Suite. Especially, in terms of buying ads from Facebook. Adobe expects to offer it’s customers tools and services that will help them to build, manage, monitor and measure their brand presence across social platforms.
However, Adobe wants to merge Efficient Frontier’s social engagement capability with their pre-existing SocialAnalytics which Adobe defined as a “solution that moves beyond social monitoring to tie social media to business results.”
Senior vice president and general manager of Adobe’s Digital Marketing Business, Brad Rencher said,”With the explosion in global Internet advertising, our customers need to know where, when and how to spend their digital marketing dollars to get the greatest return, …The addition of Efficient Frontier will give our Digital Marketing Suite customers a leading platform for turning ad spend into business impact.”
The transaction is expected to complete in the first quarter of Adobe’s 2012 fiscal year. However, Adobe did not disclose the exact terms of their deal, but pointed out that the potential financial impact of the transaction is not reflected in financial targets previously provided by Adobe.