Adobe to Acquire Efficient Frontier (ADBE)

Adobe Systems Incorporated (NASDAQ: ADBE), a San Jose, California-based company offering a range of business, Web and mobile software and services, today announced that it signed a definitive agreement to acquire Efficient Frontier, a privately held company.

The acquisition of Efficient Frontier, which is a leader in multi-channel ad buying and optimization, will add multi-channel ad campaign forecasting, execution and optimization capabilities to Adobe’s Digital Marketing Suite. Adobe plans to build upon the foundation of its independent ad buying and optimization platform for search, social and display, which will allow the company to provide a more comprehensive suite of capabilities to digital marketers, advertisers and publishers for reporting and analytics, personalized experiences, multi-channel campaign management and media monetization.

Brad Rancher, Senior Vice President and General Manager of Adobe’s Digital Marketing Business, said that with the explosion in global Internet advertising, the company’s customers need to know where, when and how to spend their digital marketing dollars to get the greatest return. Rancher said that the addition of Efficient Frontier will give the company’s Digital Marketing Suite customers a leading platform for tuning ad spends into business impact.

The acquisition of Efficient Frontier will give Adobe a social ad buying capability for Facebook. The acquisition will also provide the company with a social marketing engagement platform.

Efficient Frontier CEO, David Karnstedt said that Adobe’s vision of digital marketing is perfectly aligned with the Efficient Frontier approach and that Adobe customers will have a greater insight into how their social, search, display spend impact one another and how to optimize their cross channel campaigns.

Adobe shares rose sharply in trading today following a rally in the broad market. The stock ended the day 5.18% higher at $27.42.

Adobe shares are down 10.91% this year, compared with a decline of 1.23% for the Nasdaq.

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Post Written By: Ed Liston Ed Liston is a senior contributing editor at TheStockMarketWatch.com. An active market watcher and investor, Ed guides an independent team of experienced analysts and writes for multiple stock trader publications. He is widely quoted in various financial publications on the Internet. When Ed is not writing about stocks, investing in stocks, talking about stocks, or otherwise doing something stock related, he likes to go sailing and fishing in his yacht.