Adobe to buy digital marketing firm Neolane for $600m

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Adobe has further added to its digital capabilities by announcing it will be purchasing Neolane, a company that specialises in cross-channel campaign management technology, for $600m in cash.

This acquisition follows Adobe’s other recent strategic digital marketing purchases, such as Omniture (2009), Day Software (2010), Demdex (2011), Auditude (2011) and Efficient Frontier (2012).

Commenting on the news, Brad Rencher, senior vice president and general manager of Adobe’s Digital Marketing business, said: “The acquisition of Neolane brings critical cross-channel campaign management capabilities to the Adobe® Marketing Cloud.

“Adobe has long been the trusted partner to creative professionals and we are now extending our lead in the digital marketing space with the addition of Neolane. From campaign creation through planning, execution and optimisation, Adobe technology is driving the entire marketing process.”

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