Adobe Buying Omniture: What does it mean?

It was announced today that Adobe will be acquiring web analytics powerhouse Omniture for about $1.8 billion. First, congratulations to both parties and hopefully it will lead to great things in the future.

I’ve long thought of Omniture as an attractive acquisition target but the companies that seemed most likely to be the acquirer had either bought or built their own analytics solutions (Google, Yahoo, Microsoft). Adobe wasn’t a company that was on the short list in my mind just due to the nature of the business that Adobe has historically been in.

That being said, it does seem to open up some interesting possibilities since so much of display advertising is now powered with Adobe’s Flash technology, and that I imagine that Adobe is looking hard at the advertising business as a future growth area for their company.

However, I would’ve thought their move into advertising might have been through the creative/technology door they already had open with advertisers and agencies opposed to through a MAJOR web analytics acquisition. I won’t pretend to say I know if they’re making a mistake, but it will be interesting to watch how Adobe uses Omniture to become a larger internet player.

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