Adobe Agrees to Buy Omniture for $1.8B in Cash

omniture_logo_mainAdobe said today it’s agreed to buy analytics and metrics firm Omniture for $1.8 billion in cash, or $21.50 a share. Customers want to integrate Adobe’s online products like Flash with services like those offered by Omniture, Adobe CEO Shantanu Narayen said during the conference call announcing the deal. With the purchase, Adobe diversifies its product offerings and takes advantage of the fast-growing SaaS market, on which Omniture focuses.

Narayen said it was “clear customers would like [Adobe] to do a lot more.” Media companies want to understand which rich video content is performing the best, for example, while advertisers and ad agencies that use Flash to produce online ads want to know the click-through rate of those ads in real time. Currently, Omniture integrates with Flash, but with the companies under the same umbrella, Adobe hopes to sell more of Omniture’s products to its existing customer base. One analyst noted during the Q&A that “all Omniture customers are probably Adobe customers, but not the other way around,” leaving a large customer base to which Adobe can push its wares.

Adobe has $2.6 billion in cash and short-term investments; company execs said it’s financing the deal through cash on hand and its existing credit facility.

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