Adobe to Acquire Efficient Frontier

Chris CrumBusiness

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Adobe announced its intent to acquire Efficient Frontier to bolster its digital marketing strategy. The company seems to have been more focused on this side of its business with recent acquisitions and partnerships (such as its partnership with OptiMine Software and its acquisition of Auditude). Probably not a bad idea considering the direction Flash is going.

“The purchase bolsters Adobe’s strategic focus on digital marketing and expands the company’s solutions, which are central to how digital marketing and advertising is created, managed, executed measured and optimized,” an Adobe spokesperson tells WebProNews.

Efficient Frontier will add multi-channel ad campaign forecasting, execution and optimization features to Adobe’s Digital Marketing Suite.

“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,” said Brad Rencher, SVP and general manager of Adobe’s Digital Marketing Business. “The addition of Efficient Frontier will give our Digital Marketing Suite customers a leading platform for turning ad spend into business impact.”

“Adobe’s vision of digital marketing is perfectly aligned with the Efficient Frontier approach – use data and intelligence to manage risk and drive ROI across a growing number of digital channels,” said Efficient Frontier President and CEO David Karnstedt. “Adobe customers will have greater insight into how their social, search and display spend impact one another and how to optimize their cross-channel campaigns.”

Included in the pending acquisition is Context Optional, a subsidiary of Efficient Frontier.

Exciting News! @Adobe announces definitive agreement to acquire @efrontier (and @contextoptional ) 1 hour ago via Social Marketing Suite · powered by @socialditto

Context Optional provides Fortune 500 companies with brand management, monitoring and analytics tools.

Adobe itself, it says, currently captures nearly five trillion digital transactions per year for over 5,000 customers, which include some of the world’s largest publishers, ad agencies and advertisers.

Terms of the deal have not been disclosed.

Chris Crum
Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.