Feeds

Adobe takes on Efficient Frontiers

Suits up for Google battle

The Essential Guide to IT Transformation

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. ®

Boost IT visibility and business value

More from The Register

next story
iPad? More like iFAD: We reveal why Apple fell into IBM's arms
But never fear fanbois, you're still lapping up iPhones, Macs
Sonos AXES support for Apple's iOS4 and 5
Want to use your iThing? You can't - it's too old
Philip K Dick 'Nazi alternate reality' story to be made into TV series
Amazon Studios, Ridley Scott firm to produce The Man in the High Castle
Too many IT conferences to cover? MICROSOFT to the RESCUE!
Yet more word of cuts emerges from Redmond
Joe Average isn't worth $10 a year to Mark Zuckerberg
The Social Network deflates the PC resurgence with mobile-only usage prediction
Chips are down at Broadcom: Thousands of workers laid off
Cellphone baseband device biz shuttered
Feel free to BONK on the TUBE, says Transport for London
Plus: Almost NOBODY uses pay-by-bonk on buses - Visa
Amazon says Hachette should lower ebook prices, pay authors more
Oh yeah ... and a 30% cut for Amazon to seal the deal
Twitch rich as Google flicks $1bn hitch switch, claims snitch
Gameplay streaming biz and search king refuse to deny fresh gobble rumors
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
Backing up Big Data
Solving backup challenges and “protect everything from everywhere,” as we move into the era of big data management and the adoption of BYOD.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.