Marketing & Sales

Adobe Buys Digital Marketing Company Efficient Frontier

Adobe Systems has agreed to buy Efficient Frontier with the goal to improve its digital marketing solutions by enhancing ad optimization capability for social, search and display campaigns, the company announced on Wednesday. The financial terms of the deal were not disclosed.

Adobe’s Digital Marketing Suite currently includes web analytics and web optimization products for digital marketers, and the announced acquisition will enable the company to add several new capabilities to the suite including multi-channel ad campaign forecasting, execution and optimization.

Efficient Frontier will also bring to Adobe a social ad buying capability for Facebook, which uses the company’s optimization algorithms to predict results and drive greater ROI. These capabilities will be integrated with the Facebook ad buying functionality currently available with Adobe SearchCenter+, according to Adobe. The acquisition will also enable Adobe to combine Efficient Frontier’s social engagement platform with Adobe Social Analytics.

Another solution that Efficient Frontier brings to Adobe is a search optimization system which will be combined with Adobe’s paid search management solution, SeachCenter+. Real-time bidding system from Efficient Frontier will complement the Adobe Dynamic Ad Targeting solution which dynamically generates display ads with personalized messaging and offers, the company says.

Additionally, the acquisition will enable Adobe to add Multi-Channel Optimization solution to its Digital Marketing Suite, which will enable its customers to develop predictive models and simulations that are highly accurate and actionable.

Adobe expects the deal to be complete in the first quarter of its 2012 fiscal year.

Adobe also recently acquired Auditude, a company specialized in video ad management and analytics, in order to provide an integrated solution for video content owners that encompasses video authoring, publishing, monetization and analytics. According to Auditude website, the company provides complete video advertising platform for premium video on various types of devices including smart phones, iPads and tablets, IPTV, connected devices and more.

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