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Adobe to acquire marketing platform Neolane for USD 600 million

Adobe Systems has announced that it will soon acquire Paris, France based cross-channel campaign management company, Neolane for approximately USD 600 million in cash.

Neolane operates a software for managing digital marketing campaigns over multiple platforms. It integrates online and offline marketing data from across an enterprise and delivers marketing messages across channels. It helps to execute campaigns across web, email, social, mobile, and point of sale (POS), enabling marketers to deliver consistent customer experiences, personalized campaigns and increased ROI.

The acquisition of Neolane will bring critical cross-channel campaign management capabilities to the Adobe® Marketing Cloud. Neolane will become sixth solution in the Adobe Marketing Cloud, with the existing analytics, target, Social, experience manager and media optimizer offerings.

“The combination of Adobe and Neolane will give customers richer customer profiles, greater activation of social and mobile data, better definition of highly valuable customer segments, and more sophisticated automation and execution platforms,” said Brad Rencher, SVP & GM, Digital Marketing, Adobe through a blogpost.

Adobe has also acquired other strategic digital marketing companies which include Omniture (2009), Day Software (2010), Demdex (2011), Auditude (2011) and Efficient Frontier (2012).

Founded by Stephane Dehoche, Neolone claims to have 400 customers worldwide.  Last year Neolane had raised USD 27 million in funding from Battery Ventures along with participation of Auriga Partners and XAnge Private Equity.

The transaction is expected to close in July. Stéphane Dehoche will continue to lead the former Neolane team.

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