Adobe this week completed its much-anticipated acquisition of Efficient Frontier, expanding its Digital Marketing Suite to include multi-channel ad buying and optimization capabilities.

Adobe Beefs Up Digital Advertising Capabilities

Adobe first announced its intent to purchase Efficient Frontier, a private company that specializes in optimizing multi-channel and auction-based digital advertising, in November. The move is a means of broadening Adobe’s current platform, Digital Marketing Suite, which combines the digital marketing, data management, content management and video advertising management -- a platform that boasts over 5,000 clients in advertising and publishing.

According to a formal statement, the primary strategy behind the deal, which closed Monday, is to capitalize upon the combination of Adobe’s own data and Efficient Frontier's impressive stash of algorithms, in order to expand the reach of its campaign management and boost ROI. Additional perks entail social ad-buying capabilities for Facebook, and a social marketing engagement program, which will be integrated with Adobe SearchCenter and SocialAnalytics, respectively.

Efficient Frontier also brings to the table the goods from its recent purchase of Context Optimal, including a slew of utensils for companies to track their presence on social networks, and perhaps even some heavy hitter clients (MTV, Dell, Live Nation?).

With the completion of the Efficient Frontier acquisition, we are focused on aggressively integrating cross-channel ad buying and optimization capabilities," said Brad Rencher, senior vice president and general manager of Digital Marketing in the press release. "Enterprises and agencies that count on Adobe to optimize digital business will benefit from exciting advancements in our ability to help them better turn ad spend, social media initiatives and campaigns into real business impact."

Realigning the Customer Experience

We already addressed Adobe’s realignment efforts last year, when the company began shifting its emphasis on customer experience in an obvious attempt to draw further into the well of the “$72 billion dollar digital ad industry.” This week’s procurement furthers such initiatives, setting it up to be a one-stop shop across all facets of the marketing process.

While they dismiss the comparisons, the action significantly raises Adobe’s stature alongside more powerhouse competitors like Google and Microsoft, and also comes as a boost in lieu of some recent not-so-good news (i.e. massive layoffs and the demise of Flash).

Yet what could be the future of multi-channel ad spending and campaign development may also be an intimidating approach for marketers who don’t want the creative process encroached by all those tedious analytics. Adobe, nevertheless, remains confident that engaging the business angle early on in the process will maximize results for its clients. 

So does this make the Digital Marketing Suite a complete package? Or is Adobe looking for the next acquisition to add even more capability to support the best customer experience?