(WEB HOST INDUSTRY REVIEW) — Software firm Adobe Systems Incorporated (www.adobe.com) completed its acquisition of web analytics, measurement and optimization technology developer Omniture (www.omniture.com) in a transaction valued at approximately $1.8 billion on a fully diluted equity-value basis.
Its tender offer for all outstanding shares of Omniture at a price of $21.50 per share in cash was completed on October 23, 2009, according to Adobe’s Monday announcement.
Omniture’s core product, the Omniture Online Marketing Suite is a leading solution for optimizing ad spend and conversion. It includes a comprehensive portfolio of applications for visitor acquisition, conversion, online analytics and multi-channel analytics built on an open business analytics platform.
Omniture will offer opportunities to create new products in combination with Adobe’s content creation tools and ubiquitous clients, according to Adobe’s statement.
“Adobe’s mission is to revolutionize how the world engages with ideas and information,” Adobe stated. “By combining our content creation tools and ubiquitous clients with Omniture’s Web analytics, measurement and optimization technologies, Adobe will be well positioned to deliver solutions that can transform the future of engaging experiences and e-commerce across all digital content, platforms and devices.”
Adobe is facing a slowdown in its core business, according to Forrester Research, and the purchase of Omniture opens it up to a segment expected to grow at 17 percent annually. CNN Money notes that Adobe will be competing with Google Analytics from the heavyweight duo of Coremetrics (www.coremetrics.com) and Google (www.google.com), however, Omniture has five times the customer base of Coremetrics, its closest rival, spelling Omniture’s clear dominance of this field.
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