Adobe completes Efficient Frontier purchase

The acquisition of Efficient Frontier bolsters its Digital Marketing Suite, says Adobe

Adobe Systems announced that it completed the buyout of digital marketing firm Efficient Frontier.

According to Adobe, the acquisition of Efficient Frontier adds to its Digital Marketing Suite cross-channel ad campaign forecasting, execution and optimisation capabilities, besides a social marketing engagement platform and social ad buying capabilities.

Currently, Adobe is said to be capturing around five trillion digital transactions per year for more than 5,000 customers, who include advertisers and publishers.

By combining this data gathered with Efficient Frontier's powerful algorithms that define bidding strategies and budget allocation, Adobe wants to leverage on the foundation of its independent ad buying and optimisation platform.

This will reportedly let Adobe provide a more comprehensive suite of capabilities to digital vendors, advertisers and publishers for reporting and analytics, personalised experiences, multi-channel campaign management and media monetisation.

Adobe senior vice president and general manager of Digital Marketing Brad Rencher said with the completion of the Efficient Frontier acquisition, Adobe is focused on aggressively integrating cross-channel ad buying and optimisation capabilities with Adobe Digital Marketing Suite.

"Enterprises and agencies that count on Adobe to optimize digital business will benefit from exciting advancements in our ability to help them better turn ad spend, social media initiatives and campaigns into real business impact," said Rencher.
Efficient Frontier president and chief executive officer David Karnstedt will continue focusing on advertising technologies on behalf of Adobe, as an integral part of the Digital Marketing Business, the company said.

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