30 Nov '11, 5pm

Adobe Invests in Facebook Ad Buying with Acquisition of Efficient Frontier

Adobe Invests in Facebook Ad Buying with Acquisition of Efficient Frontier

Early this morning, Adobe announced that it has entered an agreement to purchase Efficient Frontier, which will become part of Adobe’s Digital Marketing Suite. Efficient Frontier is a leader in social, search, and display marketing that utilizes multi-channel optimization to help clients maximize advertising budgets. The multi-channel optimization process utilized by Efficient Frontier leverages extensive analytics, a customized algorithmic process, and past data to help marketers predict the digital channels that will provide maximum ROI. Efficient Frontier, which has marquis clients such as Discover, Travelodge, and Match.com, manages over $1 billion in annual marketing spending on behalf of its clients. Brad Rencher, the senior vice president and general manager of Adobe’s Digital Marketing Business, said the following regarding the acquisition: “With the explosion in g...

Full article: http://www.searchenginejournal.com/adobe-acquisition-effi...

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