Adobe buys Efficient Frontier to boost its online advertising capabilities

Adobe accelerates digital marketing push with second acquisition in less than a month

Adobe Systems has acquired Efficient Frontier in order to boost its abilities to power advertising campaigns that use social networks and search engines to reach consumers, the company said on Wednesday.

The financial details of the acquisition were not divulged, but the deal will allow Adobe to add better forecasting and optimization capabilities across multiple channels to its existing Digital Marketing Suite, the company said in a statement.

Part of Efficient Frontier's product and services portfolio is a marketing solution customized for social network Facebook. It lets a potential advertiser model and target Facebook ads for combinations of different user segments, including likes and interests, age, gender and geography, according to the company website.

These capabilities will be integrated with the Facebook ad buying functionality currently available with its own SearchCenter+, according to Adobe.

Efficient Frontier's platform for search engine marketing allows advertisers to distribute budgets and automate bidding on, for example, keywords. The company also offers search engine optimization.

Again, Adobe will use Efficient Frontier to build on what SearchCenter+ today offers, it said.

Earlier this month, Adobe also acquired privately owned Auditude in order to boost its video offerings with an advertising platform. A company that offers an integrated advertising system for video on PCs, smartphones, tablets, connected TVs and other products in the home, according to the company website.

The acquisition of Efficient Frontier is expected to close in the first quarter of Adobe's 2012 fiscal year.

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Mikael Ricknäs

IDG News Service
Topics: advertising, business issues, Adobe Systems, internet, Mergers and acquisitions
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