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December 1, 2011

Adobe to snap up online ad firm Efficient Frontier

Efficient Frontier's services include a marketing solution customised for Facebook

By CBR Staff Writer

Adobe said it would buy online-ad firm Efficient Frontier to leverage its software that lets merchants place ads on sites such as Google and Facebook websites.

Efficient Frontier’s services include a marketing solution customised for social networking site Facebook. It lets a potential advertiser target Facebook ads for combinations of different user segments, including likes, interests, age, gender and geography, the company stated in its website.

Adobe said it would integrate these capabilities with the Facebook ad buying functionality currently available with its own SearchCenter.

Efficient Frontier’s platform for search engine marketing lets advertisers decide budgets and automate bidding on keywords. Besides, the company offers search engine optimisation too.

The acquisition of Efficient Frontier is expected to close in the first quarter of Adobe’s next fiscal year.

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