Why Did Adobe Buy Omniture?
The news of Omniture Acquisition by Adobe came as a big surprise to me. I was not surprised that Omniture got acquired just the fact the Adobe acquired them. I always thought that Omniture would be a good fit for Oracle as an extension to their CRM tools. Adobe was not even on my radar as a company who could potentially acquire Omniture. I was also surprised at the valuation Omniture got. 1.86 billions for a company that is still in red and had 335.5 Million in sales in last 12 month (source: MSN Money) is way too much in my opinion. So why did Adobe pay such a premium to acquire Omniture? What does it bring to Adobe? I am not entirely sure what Adobe has in mind. Following are the ways that I think Adobe might use Omniture: Measurement Ready Interactive Media – Flash, PDF, Adobe Air application will all come ready with Omniture tags for measurement and optimization. Self optimizing flash widgets/ads – Designers will be able to put all assets (copy, images, etc.) in a f...