Posts Tagged ‘traffic analysis’

Adobe buys Web Analytics firm Omniture for $1.8 billion

Posted By Sujith Kosaraju on September 26th, 2009

The release which went out on Omniture’s site said, Adobe buys out web analytics firm Omniture for $1.8 billion which according to the Chief Executive of Adobe ” Will enable advertisers, media companies and e-tailers to realize the full value of their digital assets. This is a game changer for Adobe and its customers.”

adobe-omniture-analyticsThe combination of the two companies will increase the value Adobe delivers to customers. For designers, developers and online marketers, an integrated workflow — with optimization capabilities embedded in the creation tools — will streamline the creation and delivery of relevant content and applications. This optimization will enable advertisers, advertising agencies, publishers and e-tailers to achieve greater ROI from their digital media investments and improve their end users’ experiences.

The idea is clear for Adobe, it wants to get into digital advertising, which at a point is a natural extension to its existing suite of products. Omniture is one of the bigger players in the traffic analytics market which is headed perhaps by Google Analytics. In fact it counts amongst its clientele names such as eBay, AOL, Wal-Mart, Gannett, Microsoft, Neiman Marcus, Oracle, Sony and HP and has nearly 5000 customers. Adobe however might be looking at taking this product to its existing customer base and make them take analytics services.

The deal itself is for $1.8 billion in cash, or $21.50 per share which is a 45% permium over the highest share price in the last 30 days of trading for Omniture.