Adobe to Acquire Omniture

Earlier today Adobe Systems announced that it had inked a $1.8 billion deal to acquire web traffic analysis firm Omniture.

The acquisition of Omniture will give Adobe a product and services portfolio that will span content creation, publishing, web analytics, and search optimization. The Omniture acquisition also bolsters Adobe's long-term online product strategy, which largely began when Adobe acquired Macromedia in April 2005 for a whopping $3.4 billion.

"Adobe customers are looking to us for solutions to deliver engaging experiences and more effectively monetize their content and applications online," said Shantanu Narayen, president and chief executive officer of Adobe, in a statement released prior to an Adobe press conference announcing the acquisition. "This is a game changer for both Adobe and our customers. We will enable advertisers, media companies and e-tailers to realize the full value of their digital assets."

According to Adobe, Omniture will become a new business unit with the company. Omniture CEO Josh James will head up the new division as senior vice president, and will report to Adobe president and CEO Shantanu Narayen.

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