'Aggressive' Adobe Completes Ad Optimizer Buy

In the US, software giant Adobe Systems Inc. has completed its acquisition of multi-channel advertising optimizer Efficient Frontier and says it will focus on driving integration of its cross-channel ad buying and optimization offerings.

The acquisition process commenced in December last year, and Adobe will use Efficient Frontiers' capabilities to add cross-channel ad campaign forecasting, execution and optimization to its existing 'Digital Marketing Suite' platform for measuring brand engagement across social media.

Brad Rencher, Senior Vice President and General Manager of Digital Marketing, Adobe, said: 'With the completion of the Efficient Frontier acquisition, we are focused on aggressively integrating cross-channel ad buying and optimization capabilities with our Digital Marketing Suite. Enterprises and agencies that count on Adobe to optimize digital business will benefit from exciting advancements in our ability to help them better turn ad spend, social media initiatives and campaigns into real business impact.'

Following the completion, President and CEO, David Karnstedt, will continue to focus on advertising technologies for Adobe, as part of the Digital Marketing Business.

Adobe says it currently captures approximately five trillion digital transactions per year for more than 5,000 customers.

Web site: www.adobe.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.