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.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags Mergers and acquisitionsinternetbusiness issuesadvertisingAdobe Systems

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Mikael Ricknäs

IDG News Service
Show Comments

Brand Post

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Laura Johnston

MSI GS65 Stealth Thin

If you can afford the price tag, it is well worth the money. It out performs any other laptop I have tried for gaming, and the transportable design and incredible display also make it ideal for work.

Andrew Teoh

Brother MFC-L9570CDW Multifunction Printer

Touch screen visibility and operation was great and easy to navigate. Each menu and sub-menu was in an understandable order and category

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?