Adobe Buys Digital Marketing Firm Neolane

adobe.neolaneAdobe Systems Incorporated has announced it has entered into a definitive agreement to acquire privately held Neolane, a cross-channel campaign management technology, headquartered in Paris, France, for approximately $600 million in cash. This most recent acquisition complements other strategic digital marketing acquisitions, beginning with Omniture in 2009 and followed by Day Software (2010), Demdex (2011), Auditude (2011) and Efficient Frontier (2012).

Neolane integrates online and offline marketing data from across an enterprise – performing robust audience segmentation and delivering marketing messages across channels. It offers a platform for sophisticated automation and execution of campaigns across the Web, email, social, mobile, call center, direct mail and point of sale (POS).

“The acquisition of Neolane brings critical cross-channel campaign management capabilities to the Adobe® Marketing Cloud,” said Brad Rencher, senior vice president and general manager of Adobe’s Digital Marketing business. “Adobe has long been the trusted partner to creative professionals and we are now extending our lead in the digital marketing space with the addition of Neolane.”

As Guilherme Toussaint, Adobe Systems Senior Account Executive at Adobe Omniture Business Systems for Latin America and the Caribbean said to Portada: “Today, Adobe’s digital marketing business is growing at an average rate of 40% a year and represents 30% of the company’s total income (about $1 billion)"

Neolane will become a sixth solution in the Adobe Marketing Cloud, complementing the existing Analytics, Target, Social, Experience Manager and Media Optimizer offerings. Neolane has more than 400 customers worldwide.

The transaction, which is expected to close in July, is subject to customary closing conditions.


Avatar

Editorial Staff @portada_online

Portada Staff

Comments (1)

  • Avatar

    Mobile Help

    |

    Have you ever thought about adding a little bit more than just your articles?
    I mean, what you say is fundamental and all. Nevertheless think about if you added
    some great graphics or video clips to give your posts
    more, “pop”! Your content is excellent but with images and video clips, this blog could certainly be one of the very best in its field.
    Superb blog!

Leave a comment

MORE FROM PORTADA



Curacao’s CMO Ariela Nerubay: Automated Behavioral Emails More Than Double Open and Click-Through Rates

Curacao’s CMO Ariela Nerubay: Automated Behavioral Emails More Than Double Open and Click-Through Rates

Two years ago, the large-format retail store chain Curacao, headquartered in Los Angeles, began to send out automated emails based on customers’ interactions on Curacao’s website. The results have proven impressive, and Curacao plans to roll out new features offered by its automated emailing tool in the coming months.