What does Adobe acquiring Omniture mean?

Adobe agreed to acquire Omniture today for $1.8 billion. Some people say it makes sense, others still are wondering just what the hell happened. There are a couple reasons this makes sense on paper.

1. Adobe can now be a legitimate player in the data business against Google if they want to be. They own the creation, tracking and analyzing business. Google only holds the last two.

2. It can now possibly provide data to the creative types that never looked at SiteCatalyst or Google Analytics. No more arguing blue vs. orange or Buy vs Order.

3. Everything can now be tracked from flash, to pages, to mobile apps to social media. Media monitoring companies like Nielsen and comScore should take note.

That all sounds well and dandy, but traditionally acquisitions don’t go as planned. Corporate politics, culture and core business models interfere. This is definitely an interesting move in the digital marketing world and will be fun to watch what Adobe does in the next couple years. I think we are only at the tip of the iceberg for tracking and optimization.

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