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June 28, 2013

Adobe to buy Neolane for $600m

The transaction creates a platform to offer better experiences to consumers.

By CBR Staff Writer

Adobe Systems has signed an agreement to acquire Paris based cross-channel campaign management technology provider Neolane for about $600m.

The transaction is part of Adobe’s plan to provide robust offerings for digital marketers and is also expected to support the Adobe Marketing Cloud to offer Analytics, Target, Social, Experience Manager and Media Optimiser services.

According to the company, the move creates a platform to offer better experiences to consumers through channels and devices, while offering unified view of the customer to marketers.

Neolane claims to integrate online and offline marketing data from across an enterprise to perform audience segmentation and customise marketing messages across channels.

The company’s offerings also provide platform for automation and execution of campaigns across the Web, email, social, mobile, call centre, direct mail and point of sale (POS) that allows the marketers to deliver better customer experiences and personalised campaigns.

Adobe Digital Marketing business senior VP and general manager, Brad Rencher, said that the acquisition of Neolane brings critical cross-channel campaign management capabilities to the company’s 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," Rencher added.

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The transaction is subject to customary closing conditions and expected to complete in July 2013.

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