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More SaaS Roll-Up: Adobe Acquires Omniture

Posted on Tuesday, Sep 15th 2009

I said earlier that we’d start seeing SaaS acquisitions this year. Intuit predictably picked up PayCycle this spring. Adobe, unpredictably, now picks up Omniture for $1.8 billion. This is a very interesting acquisition moving Adobe towards an enterprise SaaS strategy rather than its original creative professional orientation. More analysis to come on this shortly.

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I’m very interested in knowing your opinion of Dan Rayburn’s (Seeking Alpha 9/16/09 post)) point:
“If Adobe can start taking all of the data from the Flash player and offering that on top of Omniture’s SiteCatalyst product, all of a sudden content owners might truly be able to see what’s taking place with their content from more than just a how many people watched, how long did they watch scenario. And with the vast majority of web ads being delivered in Flash, the potential tie with Omniture might allow advertisers to finally know what’s being seen, by whom, with targeting and based on that data, decide how they want to buy ads across a network. Ad sales are driven by data, now they have the potential to be driven by the ad data from Flash.” Thanks.

Bill Kelm Saturday, September 19, 2009 at 12:16 PM PT

I think the opportunity for advertisers to get more analytics feedback and design/advertise accordingly is quite significant, so in that sense, yes, I agree with Dan’s analysis.

Sramana Mitra Saturday, September 19, 2009 at 4:23 PM PT


Dan touches a very significant issue in the Web monitoring space w.r.t to the metrics available to monitor video’s on Web sites.

One of the biggest concern that most Web admins have with Flash is the lack of insight that it provides w.r.t the users interaction with the video. For e.g one would want to know if the user watched the complete video, if not, at what point did the user switch? What was the ABR (Av bit rate)?, Where there any frames lost? etc… these metrics can be very useful to determine the use use of CDNs, technology for delivering sum a more detailed view into the quality of the Video than just the plain vanilla metrics (buffer, rebuffer, usage statistics,…)

Detailed view into these metrics can influence Flash based Ad purchase decisions, also with Silverlight from MS close on the heels, it is about time Adobe got serious about these.

-Rajeev Kutty

Rajeev Wednesday, September 23, 2009 at 1:17 PM PT