Omniture acquired by Adobe
Adobe to buy Omniture for $1.8 billion.
We observe this transaction with interest, as Ai is a certified Omniture partner, and many of our clients are on the Omniture platform. Omniture has grown by leaps and bounds in the years we’ve worked with them, and they have built an excellent software suite that proves useful on a daily basis. (We also, of course, use Adobe products regularly.)
This is probably its main complement to Adobe: creating software that its users embrace as part of their daily workflow. Beyond that, this author finds the acquisition curious. Omniture is all about data–aggregating it, processing it, manipulating it. Adobe’s software, on the other hand, is about creativity, and empowering users to do better, more attractive work.
I suppose there’s a similarity from that empowerment angle–both the Omniture suite and Adobe’s core products enable people’s work to be more sophisticated than they would be on their own, or with a competing product.
The inevitable culture clash may arise in time, too. For now, I’m sure Omniture and Adobe will run independently. But as the businesses merge, it will be interesting to see whether, and how, Adobe’s creative California culture will absorb the data wonks in Utah that powered Omniture’s expansion.
Adobe is calling it a merger of art and science. I suspect Wall Street knows the truth.