Adobe Acquisitions Surge as US Employees Face Job Cuts
Earlier today Adobe Systems announced it’s all set to acquire Efficient Frontier, a top player in multi-channel ad buying and optimization. They’re entering into a definitive agreement to acquire the privately held Efficient Frontier, which will add up multi-channel ad campaign forecasting, execution and optimization capabilities to Adobe’s existing Digital Marketing Suite. The financial details of the deal have not been disclosed. The deal is expected to close in the first quarter of Adobe’s 2012 fiscal year.
Currently Adobe is handling around five trillion digital annual transactions from over 5000 customers, and this deal will enable the company to further strengthen its digital marketing offerings. In addition, it will enable Adobe to offer a more complete suite of capabilities to digital marketers, advertisers and publishers for reporting and analytics, personalized experiences, multi-channel campaign management and media monetization.
“With the explosion in global Internet advertising, our customers need to know where, when and how to spend their digital marketing dollars to get the greatest return,” said Brad Rencher, senior vice president and general manager of Adobe’s Digital Marketing Business.
“The addition of Efficient Frontier will give our Digital Marketing Suite customers a leading platform for turning ad spends into business impact.”
The acquisition of Efficient Frontier by Adobe also brings a social marketing engagement platform to its kitty. This platform will offer customers tools and services to help clients build, manage, monitor and measure their brand presence across the social web. It is believed that Adobe will combine this social marketing engagement platform with Adobe SocialAnalytics, building out yet another initiative designed for today’s demanding market.
Keeping up with a rapidly evolving market, Adobe’s had a string of acquisitions this year. This is the seventh acquisition in a row, including Auditude, Typekit, Nitobi Software, IRIDAS, EchoSign and Demdex. Adobe’s really building up its solutions, but making some tough calls, including dropping Flash and acquiring PhoneGap and Nitobe to further its HTML5 goals in Flash’s place.
Dropping Flash wasn’t the only tough call Adobe’s had to make. The company trimming down 750 jobs from their workforce in North America and Europe in an effort to lower expenses. The job cuts will cost Adobe up to $94 million before taxes, and will incur $73 million to $78 million in charges for the fiscal fourth quarter, which ends on December 2.
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