Adobe says the deal will enable advertisers, ad agencies, publishers, and e-tailers to achieve greater ROI from their digital investments while improving the end users' experience.
Some (not everybody) simply think that Omniture was out of ideas.
"Little did we know what John Pestana already knew," he adds. "...that a few days later Omniture would be acquired for $1.8bn, a signal that the industry is rapidly approaching maturity and maybe even a wave of consolidation as we saw in October 2007 in the Business Intelligence industry."
Either way, Omniture is Adobe's now, and the company sees the acquisition as one that will significantly expand its addressable market and growth potential in the online advertising and e-commerce industries.
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