Adobe (www.adobe.com) has entered into a definitive agreement to acquire privately held Neolane, which specializes in cross-channel campaign management technology, headquartered in Paris, France, for approximately US$600 million in cash.
Neolane integrates online and offline marketing data from across an enterprise — performing audience segmentation and delivering marketing messages across channels. It offers a platform for automation and execution of campaigns across the Web, email, social, mobile, call center, direct mail and point of sale (POS). This enables marketers to deliver consistent customer experiences, personalized campaigns and increased ROI, says Brad Rencher, senior vice president and general manager of Adobe’s Digital Marketing business.
The transaction, which is expected to close in July, is subject to customary closing conditions. The potential financial impact to Adobe of this transaction is not reflected in financial targets previously provided by Adobe.
