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.

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Carolina Re (@CaroVsCaro)

Senior Researcher/Writer, @CarovsCaro Carolina has a degree in Communications from the University of Buenos Aires, Argentina, and joined the Portada team in 2010. She is currently Editor of Portada’s Spanish-language website and print magazine. in addition, she oversees Portada’s English-language website about Latin America and also has a leading role in compiling Portada Databases. In other words, she is very busy. But she loves it! Carolina has published articles in various independent media, as well as in books and social science magazines in Argentina. Carolina enjoys reading all kind of books and watching independent movies.

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