Adobe completes acquisition of Neolane

Adobe has completed the acquisition of Neolane, adding cross-channel marketing to its arsenal to target a wider swathe of the enterprise market.

Adobe has announced the completion of a $600 million deal to secure Neolane.

Paris-based company Neolane specializes in cross-channel campaign management technology, giving Adobe a stronger position in the digital marketing field. The firm integrates both online and offline marketing data across an enterprise in order to conduct marketing campaigns across channels including the Internet, social media, mobile, point of sale and direct mail. By doing so, corporations can tailor their marketing campaigns to individual consumers.

Brad Rencher, senior vice president and general manager of Adobe's Digital Marketing business said the acquisition will bring "critical cross-channel campaign management capabilities to the Adobe Marketing Cloud." Neolane will become the sixth solution integrated for use with the Adobe Marketing Cloud, joining existing Analytics, Target, Social, Experience Manager and Media Optimizer features -- made possible due to the purchase of Omniture, Day Software, Demdex, Auditude and Efficient Frontier.

Neolane currently serves over 400 customers .

Bryan Kennedy, CEO of Adobe customer Epsilon commented:

"As a strategic partner of both Adobe and Neolane, we see this acquisition as a natural fit and our existing relationships with them will undoubtedly strengthen as they integrate their capabilities. With Adobe’s expertise in digital marketing and Neolane’s proficiency in cross-channel campaign management, we can drive end-to-end authentic brand experiences and build greater customer engagement for our clients."