Adobe buys Omniture for $1.8 billion

Adobe showed the IT world, on Wednesday, that it's important to be a big player with big bucks. The software company said that it is buying web analytics firm Omniture for $1.8 billion, a move to make itself more competitive in the world of online commerce. Omniture helps clients understand how visitors traffic their websites and helps online businesses target advertising.

In a statement, Adobe said the deal will help it "transform" e-commerce by combining its content creation tool with Omniture's online measurement and optimization technologies to help "increase the value Adobe delivers to customers."

"This is a game changer for Adobe and its customers," said Shantanu Narayen, chief executive of Adobe, in a statement. "We will enable advertisers, media companies and e-tailers to realize the full value of their digital assets."

Adobe said the acquisition will allow it to offer web traffic-monitoring tools to its customers, who build their sites with other Adobe software products.

In a conference call, Adobe executives said there wouldn't be much cost savings out of the merger. However, they expect Omniture's profitability to rise over time.

For more on Adobe's $1.8 million acquisition:
- check out this CNN.com article
- see the press release

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