Adobe today announced that it has acquired digital marketing technology and services company Efficient Frontier, though the value of the deal has not been disclosed. 

According to Adobe, the move will "add multichannel ad campaign forecasting, execution and optimization" to its current offerings. 

Why has Adobe bought Efficient Frontier? 

According to Adobe, the deal will "accelerate Adobe’s entrance into the display advertising category through Efficient Frontier’s real-time bidding and optimization product".

The deal also brings Efficient Frontier’s search management system, and social media marketing technologies "which help customers manage campaigns on Facebook and Google+".

What does it mean for clients? 

Brad Rencher, senior vice president and general manager of Adobe’s Digital Marketing Business: 

With the explosion in global Internet advertising, our customers need to know where, when and how to spend their digital marketing dollars to get the greatest return. The addition of Efficient Frontier will give our Digital Marketing Suite customers a leading platform for turning ad spend into business impact.

This deal, which is due to be completed in the first quarter of Adobe's fiscal year, is the latest in a series of acquisitions for the company in 2011.

Adobe acquired video ad platform Auditude earlier this month, and had already added Typekit, EchoSign, Nitobi Software, IRIDAS, and Demdex. 

Graham Charlton

Published 30 November, 2011 by Graham Charlton

Graham Charlton is editor in chief at SaleCycle, and former editor at Econsultancy. Follow him on Twitter or connect via Linkedin.

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