Close
  • Latest News
  • Big Data and Analytics
  • Cloud
  • Networking
  • Cybersecurity
  • Applications
  • IT Management
  • Storage
  • Sponsored
  • Mobile
  • Small Business
  • Development
  • Database
  • Servers
  • Android
  • Apple
  • Innovation
  • Blogs
  • PC Hardware
  • Reviews
  • Search Engines
  • Virtualization
Read Down
Sign in
Close
Welcome!Log into your account
Forgot your password?
Read Down
Password recovery
Recover your password
Close
Search
Logo
Logo
  • Latest News
  • Big Data and Analytics
  • Cloud
  • Networking
  • Cybersecurity
  • Applications
  • IT Management
  • Storage
  • Sponsored
  • Mobile
  • Small Business
  • Development
  • Database
  • Servers
  • Android
  • Apple
  • Innovation
  • Blogs
  • PC Hardware
  • Reviews
  • Search Engines
  • Virtualization
More
    Home Applications
    • Applications
    • Development
    • Networking

    Adobe Acquires Efficient Frontier to Boost Digital Marketing

    By
    Darryl K. Taft
    -
    November 30, 2011
    Share
    Facebook
    Twitter
    Linkedin

      Adobe Systems announced an agreement to acquire Efficient Frontier, a leader in multichannel ad buying and optimization, to boost its presence in the advertising space.

      Adobe officials noted that the company’s solutions are central to how digital marketing and advertising is created, managed, executed, measured and optimized. The acquisition of Efficient Frontier will enhance that. Adobe said the acquisition is expected to close in the first quarter of the company’s 2012 fiscal year pending regulatory approvals.

      Early in November, Adobe moved to restructure along two primary business lines: digital media and digital marketing. The pending acquisition of Efficient Frontier falls in line with the digital marketing piece.

      Indeed, the acquisition of Efficient Frontier will add multichannel ad campaign forecasting, execution and optimization capabilities to Adobe’s existing Digital Marketing Suite.

      Along with the suite, Adobe’s digital marketing capabilities include a data management platform, a video ad management and monetization platform and an enterprise content management system. And Adobe will continue to build upon the foundation of its independent ad buying and optimization platform for search, social and display, enabling the company to offer a more complete suite of capabilities to digital marketers, advertisers and publishers for reporting and analytics, personalized experiences, multichannel campaign management and media monetization. Adobe currently captures approximately 5 trillion digital transactions per year for more than 5,000 customers, including many of the world’s largest advertisers, publishers and advertising agencies.

      “With the explosion in global Internet advertising, our customers need to know where, when and how to spend their digital marketing dollars to get the greatest return,” said Brad Rencher, senior vice president and general manager of Adobe’s Digital Marketing Business, in a statement. “The addition of Efficient Frontier will give our Digital Marketing Suite customers a leading platform for turning ad spend into business impact.”

      “Adobe’s vision of digital marketing is perfectly aligned with the Efficient Frontier approach-use data and intelligence to manage risk and drive ROI across a growing number of digital channels,” said David Karnstedt, president and CEO of Efficient Frontier, in a statement. “Adobe customers will have greater insight into how their social, search and display spend impact one another and how to optimize their cross-channel campaigns.”

      Adobe officials said Efficient Frontier will bring to Adobe a social ad buying capability for Facebook, which leverages Efficient Frontier’s optimization algorithms to predict results and drive greater return on investment (ROI). Additionally, a marketer can upload various creative elements into the solution, and it will automatically generate ad combinations, the company said. These capabilities will be integrated with the Facebook ad buying functionality currently available with Adobe SearchCenter+.

      The acquisition also will bring a social marketing engagement platform, offering customers tools and services to help them build, manage, monitor and measure their brand presence across the social Web. Adobe will combine this social engagement capability with Adobe SocialAnalytics, an analytics solution that moves beyond social monitoring to tie social media to business results.

      The Adobe Digital Marketing Suite features a paid search management solution, SearchCenter+. However, Efficient Frontier will extend this search capability with a complementary search portfolio optimization system. These solutions will be combined to create a search optimization solution that scales from midmarket to the largest enterprises and agencies.

      Efficient Frontier also brings its experience in search optimization to display advertising with a real-time bidding system to increase ad performance on major display inventory sources, Adobe said. This bidding system uses Efficient Frontier’s algorithms, which will learn using site traffic and conversion data from the Adobe Digital Marketing Suite, and will complement the Adobe Dynamic Ad Targeting solution that dynamically generates display ads with personalized messaging and offers.

      The integration of Efficient Frontier and Adobe Digital Marketing Suite capabilities will give customers a more complete view of their display advertising campaigns and provide a unified ad-to-site optimization system to increase qualified clicks and conversion rates, Adobe said in a press release.

      Moreover, Adobe said the auction-based buying process for search, display and social media puts marketers under pressure to decide what and where to bid. However, Efficient Frontier takes the guesswork out of the process by using an algorithmic approach to generate optimized bids and allocate budget across digital channels for maximum ROI.

      The customizable algorithms are built on the marketer’s historical performance data from the search, display and social marketplaces as well as conversion data from the marketer’s Websites and offline sources. The Efficient Frontier algorithms will benefit from the clickstream data and conversion metrics captured by the Adobe Digital Marketing Suite. Thus, Adobe customers will be able to develop predictive models and simulations that are highly accurate and actionable.

      Darryl K. Taft
      Darryl K. Taft covers the development tools and developer-related issues beat from his office in Baltimore. He has more than 10 years of experience in the business and is always looking for the next scoop. Taft is a member of the Association for Computing Machinery (ACM) and was named 'one of the most active middleware reporters in the world' by The Middleware Co. He also has his own card in the 'Who's Who in Enterprise Java' deck.

      MOST POPULAR ARTICLES

      Cybersecurity

      Visa’s Michael Jabbara on Cybersecurity and Digital...

      James Maguire - May 17, 2022 0
      I spoke with Michael Jabbara, VP and Global Head of Fraud Services at Visa, about the cybersecurity technology used to ensure the safe transfer...
      Read more
      Big Data and Analytics

      Alteryx’s Suresh Vittal on the Democratization of...

      James Maguire - May 31, 2022 0
      I spoke with Suresh Vittal, Chief Product Officer at Alteryx, about the industry mega-shift toward making data analytics tools accessible to a company’s complete...
      Read more
      Big Data and Analytics

      GoodData CEO Roman Stanek on Business Intelligence...

      James Maguire - May 4, 2022 0
      I spoke with Roman Stanek, CEO of GoodData, about business intelligence, data as a service, and the frustration that many executives have with data...
      Read more
      Applications

      Cisco’s Thimaya Subaiya on Customer Experience in...

      James Maguire - May 10, 2022 0
      I spoke with Thimaya Subaiya, SVP and GM of Global Customer Experience at Cisco, about the factors that create good customer experience – and...
      Read more
      Cloud

      Yotascale CEO Asim Razzaq on Controlling Multicloud...

      James Maguire - May 5, 2022 0
      Asim Razzaq, CEO of Yotascale, provides guidance on understanding—and containing—the complex cost structure of multicloud computing. Among the topics we covered:  As you survey the...
      Read more
      Logo

      eWeek has the latest technology news and analysis, buying guides, and product reviews for IT professionals and technology buyers. The site’s focus is on innovative solutions and covering in-depth technical content. eWeek stays on the cutting edge of technology news and IT trends through interviews and expert analysis. Gain insight from top innovators and thought leaders in the fields of IT, business, enterprise software, startups, and more.

      Facebook
      Linkedin
      RSS
      Twitter
      Youtube

      Advertisers

      Advertise with TechnologyAdvice on eWeek and our other IT-focused platforms.

      Advertise with Us

      Menu

      • About eWeek
      • Subscribe to our Newsletter
      • Latest News

      Our Brands

      • Privacy Policy
      • Terms
      • About
      • Contact
      • Advertise
      • Sitemap
      • California – Do Not Sell My Information

      Property of TechnologyAdvice.
      © 2021 TechnologyAdvice. All Rights Reserved

      Advertiser Disclosure: Some of the products that appear on this site are from companies from which TechnologyAdvice receives compensation. This compensation may impact how and where products appear on this site including, for example, the order in which they appear. TechnologyAdvice does not include all companies or all types of products available in the marketplace.

      ×