Adobe to Acquire Omniture

http://www.nytimes.com/2009/09/16/technology/companies/16adobe.html?_r=1&emc=eta1
Adobe, based in San Jose, Calif., will pay $21.50 a share in cash, a premium of 24 percent over Omniture’s closing stock price Tuesday. Omniture shares jumped nearly 26 percent in after-hours trading.

From ADAGE
Adobe Systems announced last night that it will acquire web-analytics firm Omniture for $1.8 billion in equity by fourth-quarter fiscal 2009. The deal finds Abobe picking up all outstanding Omniture stock at a 45% premium.
The union foretells a digital-content platform that sees ads through creation to delivery -- and now to optimization. Adobe hopes marrying its creative production tools with Omniture analytics will create what Adobe President-CEO Shantanu Narayen calls an "end-to-end platform." For creatives, that means metrics can't be an afterthought; they'll need to be part of the content-creation process from the beginning. For data analysts and media companies, it means potentially more clarity into what creative formats and media placements are working -- and how.
"Chief digital officers want to understand which video content is performing the best," said Mr. Narayen during the third-quarter earnings call. "They want to produce rich ads, but also understand the click-through rates in real time."
Omniture CEO Josh James said the deal will allow creatives to integrate measurement into the front end of the ad-creation process and that marrying the two companies would improve content engagement, ad effectiveness and the overall user experience that's driving the shift of ad dollars from offline to online.