Adobe to buy web analytics firm Omniture for $1.8bn

Adobe said the acquisition “furthers its mission to revolutionise the way the world engages with ideas and information” by combining its own creative tools with Omniture’s web analytics, measurement and optimisation technologies.

For example, the firm said, ad designers, developers and online marketers will be able to embed Omniture’s “optimisation capabilities” into their creative work, streamlining the delivery of relevant content and increasing ROI.

Adobe president and CEO Shantanu Narayen, said: “Adobe customers are looking to us for solutions to deliver engaging experiences and more effectively monetise their content and applications online. This is a game changer for both Adobe and our customers. We will enable advertisers, media companies and e-tailers to realise the full value of their digital assets.”

The software firm, whose products include Flash, Acrobat and Photoshop, said the addition of Omniture’s products will “significantly expand Adobe’s addressable market” and allow it to further target the growing internet ad, e-commerce and digital media markets. The deal is set to be completed in the fourth quarter of Adobe’s 2009 fiscal year.

Omniture CEO Josh James (pictured) will remain with the company when it becomes part of Adobe. He will be a senior vice president reporting to Narayen.

James said: “Omniture’s mission has been to enable our customers to optimise every digital interaction. By joining forces with Adobe, we will accelerate our ability to deliver on that vision and together bring new innovation to the market that improves content engagement, advertising effectiveness and the overall user experience, which will drive more advertising dollars online.”