Adobe is known for its creative software such as Flash, Photoshop and Dreamweaver and now adds a whole array of analytics and ROI-tracking technologies to its armoury following the unexpected acquisition.
In a statement, Adobe said: "This optimisation will enable advertisers and advertising agencies, pubilhsers and e-tailers to realise greater ROI from their digital media investments and improve their end users' experiences."
The idea behind the acquisition is to offer anything a digital marketer, web publisher or designer needs, from cutting edge creative tools through publishing software and the ability to track engagement on websites and the effectiveness of ad campaigns.
Adobe said it will be able to offer developers and marketers a more efficient way to create and deliver relevant content and applications.
It also says the acquisition "furthers its mission to revolutionise the way the world engages with ideas and information".
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