That's correct, you heard it right - Adobe is set to acquire Omniture. I believe this is the largest web analytics related acquisition of all time! I was under the impression it would be Omniture who would continue their buying spree - guess I was wrong. Below is a snippet of the press release:

Adobe Systems Incorporated (Nasdaq:ADBE) and Omniture, Inc. (Nasdaq:OMTR) announced the two companies have entered into a definitive agreement for Adobe to acquire Omniture in a transaction valued at approximately $1.8 billion on a fully diluted equity-value basis. Under the terms of the agreement, Adobe will commence a tender offer to acquire all of the outstanding common stock of Omniture for $21.50 per share in cash.

Adobe’s acquisition of Omniture furthers its mission to revolutionize the way the world engages with ideas and information. By combining Adobe’s content creation tools and ubiquitous clients with Omniture’s Web analytics, measurement and optimization technologies, Adobe will be well positioned to deliver solutions that can transform the future of engaging experiences and e-commerce across all digital content, platforms and devices.

In a Letter From Josh James:

By joining forces with Adobe, we can accelerate our vision to optimize every digital interaction (across media types, devices and applications) because of the unique synergies that exist between our two companies:

• Adobe’s products are a ubiquitous component of digital content creation and playback. By integrating our technology with Adobe’s, we will be able to more quickly deliver our solution and “complete the loop” of content creation, delivery and optimization–enabling our customers to provide more effective online content and experiences.
• Adobe also has the global operational scale and reach that will enable us to more quickly penetrate new geographies and new markets. We will be joining forces with a company that generates over $3B in annual revenues that can get us to market faster, and at a time when the market is looking for a digital marketing platform it can make a bet on for years to come.
  

As is customary in these situations, this transaction is subject to government approvals and is expected to close before the end of the year. As we progress toward closing the transaction, we look forward to sharing more details with you about our integration plans and the many exciting synergies between our companies.

I realize this is a significant development in Omniture’s history; as such, I want to assure you that it is “business as usual” at Omniture and we believe this only adds to our ability to evolve with you and be your trusted partner for decades to come.

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