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Adobe to acquire Neolane, extending leadership in digital marketing

By Religare
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Adobe Systems Incorporated announced it has entered into a definitive agreement to acquire privately held Neolane, a leader in cross-channel campaign management technology, headquartered in Paris, France, for approximately USD 600 million in cash.

Neolane integrates online and offline marketing data from across an enterprise - performing robust audience segmentation and delivering marketing messages across channels. It offers a best-in-class platform for sophisticated automation and execution of campaigns across the Web, email, social, mobile, call center, direct mail and point of sale (POS). This enables marketers to deliver consistent customer experiences, personalized campaigns and increased ROI.

 

Neolane will become a sixth solution in the Adobe Marketing Cloud, complementing the existing Analytics, Target, Social, Experience Manager and Media Optimizer offerings. This creates an unparalleled platform for delivering rich, personalized experiences to consumers across channels and devices, and giving a unified view of the customer to marketers. The Adobe Marketing Cloud enables marketers to drive what once were incredibly complex campaigns - delivering marketing ROI that is highly measureable.

The Neolane acquisition builds upon Adobe's strategy of combining organic innovation with key acquisitions to deliver the most robust set of solutions for digital marketers today. 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).

The transaction, which is expected to close in July, is subject to customary closing conditions. The potential financial impact to Adobe of this transaction is not reflected in financial targets previously provided by Adobe. Until the transaction closes, each company will continue to operate independently. Assuming the completion of the transaction, Adobe believes the acquisition of Neolane will not materially affect the company's forecasted revenue and non-GAAP financial results in fiscal year 2013. Due to the absence at this time of certain acquisition-related cost estimates and purchase price accounting, Adobe is currently unable to provide an estimated impact on future GAAP earnings. Neolane CEO Stphane Dehoche will continue to lead the former Neolane team as part of Adobe's Digital Marketing business.

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Story first published: Friday, June 28, 2013, 22:54 [IST]
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