Adobe Buys Targeting Tech firm Neolane for $600m

Software giant Adobe is to acquire Paris-based behavioural targeting specialist Neolane for approximately $600m in cash, in a deal that is expected to close next month.

Neolane's 'conversational marketing' technology has been developed to integrate online and offline marketing data from across an enterprise, perform audience segmentation, and deliver personalised marketing messages across all channels and devices. Last year, the company raised $27m, which it has since been using to roll out its technology across North America and into other regions.

In recent years, Adobe has acquired multi-channel ad optimiser Efficient Frontier, online audience behaviour specialist Demdex, and web analytics firm Omniture. Through this latest acquisition, Adobe says Neolane's services will complement its own analytics, targeting, and media optimisation 'Marketing Cloud' offerings.

As part of the deal, founder and CEO Stéphane Dehoche (pictured) will continue to lead the former Neolane team as part of Adobe's Digital Marketing business. Commenting on the acquisition, Dehoche said: 'Neolane has more than 400 customers worldwide, many of whom are Adobe customers as well. Adobe has an incredible vision for the future of marketing along with a connection to the creative process that no other company can match.'

Web sites: www.adobe.com and www.neolane.com .