Adobe to acquire Omniture

According to a spokeswoman for Omniture, the merger, which will see the analytics company become an operational unit under Adobe, is not expected to affect operations or staff in Asia-Pacific.

Omniture’s external business deals, including a deal brokered with WPP earlier in the year, are also not expected to change. 

Omniture has eight offices across the region, in Tokyo, Seoul, Hong Kong, Taipei, Beijing, Singapore, Melbourne and Sydney, which is its regional headquarters. Its global headquarters is in Utah.

According to the companies’ statement, Omniture will be able to bank on Adobe’s global client base to “more quickly penetrate new geographies and markets, thereby accelerating its go-to-market strategy and growth potential”, while Adobe will benefit from the deal by  providing clients with digital measurement tools.

“This optimisation will enable advertisers, advertising agencies, publishers and e-tailers to achieve greater ROI from their digital media investments and improve their end users' experiences,” the companies stated.

The merger will see Omniture CEO Josh James (pictured) join Adobe as senior vice-president of the new business unit. He will report to Adobe's president and CEO Shantanu Narayen.

According to the Omniture spokeswoman, the deal is expected to be completed by the end of the fourth quarter.