Adobe buys ad buying and optimisation platform Efficient Frontier

Simon Nias
Friday, December 2, 2011

Adobe has boosted its social media ad buying and engagement capability after entering into a definitive agreement to acquire multi-channel ad buying and optimisation software developer Efficient Frontier.

Adobe will integrate Efficient Frontier's multi-channel ad campaign forecasting, execution and optimisation capabilities into its existing Digital Marketing Suite, which includes enterprise data and content management systems and a video ad management and monetisation platform.

This will give brand owners, publishers and ad agencies a more complex suite of capabilities for reporting and analytics, personalised experiences, multi-channel campaign management and media monetisation.

Efficient Frontier's optimisation algorithms are used to predict results and drive greater ROI when buying ads on social media platforms such as Facebook. The platform also enables the automatic generation of various ad combinations from whatever creative elements are uploaded by the marketer.

These capabilities will be integrated with the existing Facebook ad buying functionality in Adobe's SearchCenter+.

Efficient Frontier also offers a social marketing engagement platform that helps users build, manage and measure their brand presence across the social web, which will be combined with Adobe SocialAnalytics.

"With the explosion in global internet advertising, our customers need to know where, when and how to spend their digital marketing pounds to get the greatest return," said Brad Rencher, senior vice president and general manager of Adobe's Digital Marketing Business.

"The addition of Efficient Frontier will give our Digital Marketing Suite customers a leading platform for turning ad spend into business impact."

David Karnstedt, chief executive of Efficient Frontier, added: "Adobe’s vision of digital marketing is perfectly aligned with the Efficient Frontier approach — use data and intelligence to manage risk and drive ROI across a growing number of digital channels.

"Adobe customers will have greater insight into how their social, search and display spend impact one another and how to optimise their cross-channel campaigns."

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