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Adobe buys Omniture in deal worth $1.8 billion

updated 11:00 am EDT, Wed September 16, 2009

Will see web analytics added to Adobe apps

Adobe has announced a deal to buy Omniture, a web analytics company, in an acquisition valued at $1.8 billion in cash. The price stems from Adobe's agreement to pay $21.50 per share, 45 percent more than Omniture's average closing price for the last 30 days. In return, Omniture is set to become a unit within Adobe, and the defunct company's CEO will become a senior VP in charge of a new division.

The head of Adobe, Shantanu Narayen, explains that the purchase was made in order to integrate analytics into Adobe software. Developers have complained, according to Narayen, that while they can for instance build online ads using Flash, there is no easy way to judge their clickthrough rates. Adobe itself is said to have been frustrated with an inability to judge the results of its own website.

Details of the acquisition are only expected to be finalized in Adobe's fourth quarter, which wraps up on November 27th.




by MacNN Staff

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