Adobe has entered into a definitive agreement to acquire Livefyre, a content curation and audience generation company. The company has not disclosed the financial details of the deal.
Livefyre provides a platform through which brands and publishers can have instant access to billions of pieces of user generated content that can be streamed right to sites, ads, emails, TV, digital billboards and apps in real time.
Adobe says that Livefyre will be part of Adobe Experience Manager and will be integrated into Adobe Marketing Cloud which will make user generated content available across all eight digital marketing solutions.
By integrating Livefyre with Adobe Experience Manager, customers will be able to collect, curate and publish content generated by users from major social networks into digital experiences across a brand’s owned marketing channels.
Adobe Experience manager and Adobe Target vice president Aseem Chandra said: "As the leader in digital experiences, Adobe helps brands create amazing content with Creative Cloud and then deliver and optimise those experiences using Adobe Marketing Cloud.
"With this acquisition our customers will be able to unify the best social media content with branded experiences created in Adobe Creative Cloud and community-driven content in Adobe Behance and Adobe Stock."
Adobe Creative Cloud integrated with Adobe Experience Manager helps users to create and deliver rich and personalised experience across websites, mobile apps and other connected devices at high speeds.
Adobe believes that by bringing together branded and curated social content from Twitter, Facebook, Instagram and other social networking sites will help in creating unique opportunities for marketers to further drive customer engagement and conversion.
Livefyre CEO and founder Jordan Kretchmer said: "Adobe Marketing Cloud is recognised by major industry analysts as a leading digital marketing platform for delivering, managing, and measuring content across any digital touch point.
"We are thrilled to join the Adobe family to give brands the ability to deliver a breadth of impactful, highly personalised digital experiences.
"The addition of Livefyre to Adobe Marketing Cloud will bring content capabilities to Adobe customers that are unparalleled in the industry."
Livefyre’s customers include CNN, Coca-Cola , Cox Media Group, Dow Jones Wall Street Journal, Hallmark, Huff Post Live, Intel, Kimberly-Clark, Major League Baseball, Mashable, National Geographic, News Corp, the PGA Tour, Sears, Tourism Australia, Univision, Warner Music Group among others.