Feeds

Adobe takes on Efficient Frontiers

Suits up for Google battle

Remote control for virtualized desktops

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. ®

Intelligent flash storage arrays

More from The Register

next story
MI6 oversight report on Lee Rigby murder: US web giants offer 'safe haven for TERRORISM'
PM urged to 'prioritise issue' after Facebook hindsight find
Assange™ slumps back on Ecuador's sofa after detention appeal binned
Swedish court rules there's 'great risk' WikiLeaker will dodge prosecution
NSA mass spying reform KILLED by US Senators
Democrats needed just TWO more votes to keep alive bill reining in some surveillance
'Internet Freedom Panel' to keep web overlord ICANN out of Russian hands – new proposal
Come back with our internet! cries Republican drawing up bill
prev story

Whitepapers

Seattle children’s accelerates Citrix login times by 500% with cross-tier insight
Seattle Children’s is a leading research hospital with a large and growing Citrix XenDesktop deployment. See how they used ExtraHop to accelerate launch times.
Why CIOs should rethink endpoint data protection in the age of mobility
Assessing trends in data protection, specifically with respect to mobile devices, BYOD, and remote employees.
A strategic approach to identity relationship management
ForgeRock commissioned Forrester to evaluate companies’ IAM practices and requirements when it comes to customer-facing scenarios versus employee-facing ones.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Protecting against web application threats using SSL
SSL encryption can protect server‐to‐server communications, client devices, cloud resources, and other endpoints in order to help prevent the risk of data loss and losing customer trust.