The acquisition of Efficient Frontier adds cross-channel ad campaign forecasting, execution and optimisation capabilities to Adobe's existing Digital Marketing Suite, along with a social marketing engagement platform and social ad buying capabilities.
Adobe currently captures approximately five trillion digital transactions per year for more than 5000 customers, including many of the world's largest advertisers, publishers and advertising agencies. By combining this rich data with Efficient Frontier's powerful algorithms that define bidding strategies and budget allocation, Adobe aims to continue building upon the foundation of its independent ad buying and optimisation platform. This will enable the company to provide a more complete suite of capabilities to digital marketers, advertisers and publishers for reporting and analytics, personalised experiences, multi-channel campaign management and media monetisation.
"With the completion of the Efficient Frontier acquisition, we are focused on aggressively integrating cross-channel ad buying and optimisation capabilities with our Digital Marketing Suite," said Brad Rencher, senior vice president and general manager of Digital Marketing, Adobe. "Enterprises and agencies that count on Adobe to optimise digital business will benefit from exciting advancements in our ability to help them better turn ad spend, social media initiatives and campaigns into real business impact."
With the acquisition now closed, Efficient Frontier president and chief executive officer, David Karnstedt, will continue to focus on advertising technologies for Adobe, as an instrumental part of the Digital Marketing Business.
Adobe plans to share the product roadmap for the integration of Efficient Frontier with the Adobe Digital Marketing Suite at the Adobe Digital Marketing Summit 2012. The annual event will convene thousands of marketers, advertisers, publishers, agencies and developers in Salt Lake City, Utah from 20-23 March 2012. To register, visit the conference site. For the latest event news and information, follow and join the conversation on Twitter and Facebook.
Efficient Frontier recently published its Digital Marketing Performance Report for Q4 2011, which highlights trends across search, display and social media.
The Adobe Digital Marketing Suite offers an integrated and open platform for online business optimisation, a strategy for using customer insight to drive innovation throughout the business and enhance marketing efficiency. The Suite consists of integrated applications to collect and unleash the power of customer insight to optimise customer acquisition, conversion and retention efforts as well as the creation and distribution of content. For example, using the Suite, marketers can identify the most effective marketing strategies and ad placements as well as create relevant, personalised and consistent customer experiences across digital marketing channels, such as onsite, display, e-mail, social, video and mobile. The Suite enables marketers to make quick adjustments, automate certain customer interactions and better maximise marketing ROI, which, ultimately, can positively impact the bottom line.
For more information, go to www.adobe.com.
