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Adobe takes on Efficient Frontiers

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Adobe is building up its anti-Google fire power with the inclusion of advertising services outfit Efficient Frontier into its armoury.

The new advertising asset will sit snugly with last month’s acquisition of Palo Alto based video advertising company Auditude, data management company Demdex, purchased earlier this year, and analytics heavy hitter, Omniture, in 2009. The acquisition price of the Sunnyvale based company was not disclosed.

“The addition of Efficient Frontier will give our Digital Marketing Suite customers a leading platform for turning ad spend into business impact,” said Brad Rencher, senior vice president and general manager of Adobe’s Digital Marketing Business. The new service will allow Adobe customers to attain a greater insight into how their social, search and display spend impact one another and how to optimize their cross-channel campaigns.

“Adobe’s vision of digital marketing is perfectly aligned with the Efficient Frontier approach to use data and intelligence to manage risk and drive ROI across a growing number of digital channels,” said David Karnstedt, president and CEO, Efficient Frontier."

Efficient Frontier began as a search ad platform but evolved to include display and social, both of which are starting to look a lot like search. Adobe currently captures approximately five trillion digital transactions per year for more than 5,000 customers, including many of the world’s largest advertisers, publishers and advertising agencies.

The completion of the transaction, which is subject to the usual government approvals is expected to close in the first quarter of Adobe’s 2012 fiscal year. ®

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