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 Salesforce.com 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 jward56@bloomberg.net

To contact the editor responsible for this story: Tom Giles at tgiles5@bloomberg.net

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