Deals
Adobe Buys Efficient Frontier to Expand in Web Marketing
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Adobe Systems Inc. said it would buy online-advertising company Efficient Frontier to gain software that lets marketers place ads on Google Inc.’s and Facebook Inc.’s websites.
The deal would expand Adobe’s palette of tools for online advertisers and complement software it acquired with Omniture Inc. two years ago, Adobe said in a statement. Closely held Efficient Frontier, based in Sunnyvale, California, sells software that lets advertisers buy keywords on Google, place ads on Facebook, and purchase so-called display ads around the Web. Adobe, based in San Jose, California, didn’t disclose the price and said the transaction would be completed by February.