Adobe Systems Incorporated has announced the completion of its acquisition of privately held Efficient Frontier, a leader in optimizing multi-channel and auction-based digital advertising across search, display and social media. Adobe solutions are central to how digital marketing and advertising is created, managed, executed, measured and optimized. The acquisition of Efficient Frontier adds cross-channel ad campaign forecasting, execution and optimization capabilities to Adobe's existing Digital Marketing Suite, along with a social marketing engagement platform and social ad buying capabilities.
Adobe currently captures approximately five trillion digital transactions per year for more than 5,000 customers, including many of the world's largest advertisers, publishers and advertising agencies. By combining this rich data with Efficient Frontier's powerful algorithms that define bidding strategies and budget allocation, Adobe continues to build upon the foundation of its independent ad buying and optimization platform. This will enable the company to provide a more complete suite of capabilities to digital marketers, advertisers and publishers for reporting and analytics, personalized experiences, multi-channel campaign management and media monetization.
"With the completion of the Efficient Frontier acquisition, we are focused on aggressively integrating cross-channel ad buying and optimization capabilities with our Digital Marketing Suite," said Brad Rencher, senior vice president and general manager of Digital Marketing, Adobe. "Enterprises and agencies that count on Adobe to optimize digital business will benefit from exciting advancements in our ability to help them better turn ad spend, social media initiatives and campaigns into real business impact."
With the acquisition now closed, Efficient Frontier president and chief executive officer, David Karnstedt, will continue to focus on advertising technologies for Adobe, as an instrumental part of the Digital Marketing Business.
Adobe plans to share the product roadmap for the integration of Efficient Frontier with the Adobe Digital Marketing Suite at the Adobe Digital Marketing Summit 2012. The annual event will convene thousands of marketers, advertisers, publishers, agencies and developers in Salt Lake City, Utah from March 20-23, 2012. To register, visit the conference site. For the latest event news and information, follow and join the conversation on Twitter and Facebook.
Efficient Frontier recently published its Digital Marketing Performance Report for Q4 2011, which highlights trends across search, display and social media.