Adobe to acquire Omniture for $1.8 billion

MUMBAI: As Adobe looks at expanding its business focus from desktop to the internet and mobile web, it has decided to acquire Omniture, the audience analytics company, for $1.8 billion.

This is because, Omniture‘s client list includes almost all the top web publishers.


As per the agreement, Adobe will commence a tender to buy the entire outstanding common stock of Omniture for $21.50 per share in cash.

The transaction is expected to close by the fourth quarter of Adobe‘s 2009 fiscal year, subject to regulatory approval.

Post aquisition, as the audience analytics company becomes part of Adobe, Omniture CEO Josh James will step in as SVP of the new business unit. He will report to Adobe president and CEO Shantanu Narayen.

By combining Adobe‘s content creation tools and clients with Omniture‘s web analytics, measurement and optimisation technologies, Adobe will be well positioned to deliver solutions across all digital content, platforms and devices.

The optimisation will, therefore, enable advertisers and advertising agencies, publishers, and e-tailers to realise greater RoI from their digital media investments and improve the end user experiences.

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