Adobe's Acquisition of Efficient Frontier Now Complete

Chris CrumDeveloper

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In November, Adobe announced its intent to acquire Efficient Frontier to bolster its digital marketing strategy, something the company seems to have been more focused on with recent acquisitions and partnerships (such as its partnership with OptiMine Software and its acquisition of Auditude). Today, Adobe announced that the Efficient Frontier acquisition is complete.

"The acquisition of Efficient Frontier adds cross-channel ad campaign forecasting, execution and optimization capabilities to Adobe’s existing Digital Marketing Suite, along with a social marketing engagement platform and social ad buying capabilities," an Adobe spokesperson said in an email to WebProNews.

“With the completion of the Efficient Frontier acquisition, we are focused on aggressively integrating cross-channel ad buying and optimization capabilities with our Digital Marketing Suite,” said Brad Rencher, senior vice president and general manager of Digital Marketing, Adobe. “Enterprises and agencies that count on Adobe to optimize digital business will benefit from exciting advancements in our ability to help them better turn ad spend, social media initiatives and campaigns into real business impact.”

Details of the product-integration roadmap will be shared at the Adobe Digital Marketing Summit 2012 March 20-23 in Salt Lake City.

The acquisition was about $400 million, and Adobe expects it to bring in $60-80 million this year.

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.