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Omniture, Inc. (NASDAQ:OMTR), today announced it has entered into a definitive agreement to acquire privately held Offermatica, a leading on-demand A/B testing and multivariate testing company. Under the terms of the agreement, Omniture will pay $65 million for all of the outstanding capital stock of Offermatica, including all outstanding options, warrants and any other rights to acquire Offermatica capital stock. At closing, Omniture will deliver $35 million of the consideration in shares of Omniture common stock and $30 million in cash, $8 million of which will be placed in escrow to secure indemnity obligations of the Offermatica stockholders.
The acquisition is a key part of Omniture’s strategy to deliver the most comprehensive solution for optimizing online business. Offermatica leverages Omniture’s recent acquisition of Touch Clarity as the two are highly complementary and together address the spectrum from A/B testing and multivariate testing to behavioral targeting. Offermatica enables companies to define and test the structure and elements of their sites, and Omniture TouchClarity™ enables companies to deliver the optimal content to any individual at any time. Previously, if a marketer wanted to test various versions of their site, the process was very manual and cumbersome. Offermatica dramatically changes this by placing easy-to-use testing tools in the hands of front-line marketers, expanding their ability to quickly take action. Once this optimum design is achieved, TouchClarity can apply highly sophisticated algorithms to determine the content that is shown to a specific visitor at a specific time. This combination, with Omniture’s analytics as the underlying foundation, provides the industry’s first and only integrated site optimization suite.
“A year ago it became very clear to us that our customers wanted to leverage
their data through a range of testing and optimization tools. Once we
acquired the leading behavioral targeting technology, our customers continued to
validate our thinking that in addition to behavioral targeting, A/B testing and
multivariate testing were distinct and critical components of their long-term
online strategy. Combining these capabilities into a single, integrated
offering, built on patented behavioral targeting and testing technology, answers
the market need for a complete optimization solution,” – Josh James, CEO and
co-founder of Omniture.
