Adobe to Buy Neolane for $600 Million to Add Marketing Tools

Adobe Systems Inc. (ADBE), the biggest maker of graphic-design software, agreed to acquire closely held French digital-marketing company Neolane Inc. for $600 million in cash.

Neolane, which makes tools to help marketers reach consumers through personalized campaigns using channels such as the Internet, e-mail, mobile devices and direct mail, will join Adobe’s Marketing Cloud product line, Adobe said yesterday.

“Neolane brings critical cross-channel campaign management capabilities” to the line, Brad Rencher, an Adobe senior vice president, said in yesterday’s statement.

Adobe competitors have recently bulked up their digital-marketing and cloud capabilities as well. This month Inc. (CRM) signed an agreement to buy ExactTarget Inc. for $2.5 billion. Last year, Oracle Corp. (ORCL) bought Eloqua Inc. for $871 million, and Teradata Corp. agreed to buy Aprimo Inc. in 2010 for $525 million.

The deal is a coup for a French technology company and a boost for the country’s venture capital industry, according to a statement from Auriga Partners SA, one of Neolane’s earliest backers. The company had sales of 44 million euros last year, 40 percent more than in 2011, Auriga said. Paris-based Neolane has customers in Europe, Asia and the Americas, and a quarter of its sales came from in the U.S. in 2011.

To contact the reporter on this story: Jillian Ward in San Francisco at

To contact the editor responsible for this story: Tom Giles at

Press spacebar to pause and continue. Press esc to stop.

Bloomberg reserves the right to remove comments but is under no obligation to do so, or to explain individual moderation decisions.

Please enable JavaScript to view the comments powered by Disqus.