Adobe to acquire Omniture

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Adobe will acquire Web analytics software firm Omniture for $1.8 billion later this year, the companies announced on September 15. As a result, Omniture's analytic software will be embedded in Adobe's content-creation tools. The companies will operate separately until the transaction closes, which is expected to take place in the fourth quarter.

San Jose, CA-based Adobe produces software including Photoshop, Flash and Acrobat. Omniture, based in Orem, UT, creates software as a service (SaaS) Web analytics and measurement products.

The companies say the acquisition will allow online advertisers and marketers to better optimize and track their Web campaigns.

“This is a game changer for both Adobe and our customers,” Shantanu Narayen, president and CEO of Adobe, said in a statement. “We will enable advertisers, media companies and e-tailers to realize the full value of their digital assets.”

“Omniture's mission has been to enable our customers to optimize every digital interaction,” said Josh James, CEO of Omniture, in a statement. “By joining forces with Adobe, we will accelerate our ability to deliver on that vision and together bring new innovation to the market that improves content engagement, advertising effectiveness and the overall user experience, which will drive more advertising dollars online.”

Omniture has a portfolio of 12 products spanning online analytics, multichannel analytics, acquisition and conversion. It has more than 5,000 customers in more than 20 countries. Adobe's Reader software is available in 26 languages on 10 major platforms in more than 40 countries.

Adobe will acquire all of the outstanding common stock of Omniture for $21.50 per share, a 24% premium over the company's closing stock on September 15.

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