Will Scully-Power


Adobe buys Omniture for USD $1.8 Billion
September 15, 2009, 10:45 pm
Filed under: Data, Datarati, Web Analytics | Tags: , ,

adobeOmnitureWPP

Today Adobe announced its acquisition of Omniture for USD $1.8 Billion.

Now let’s go back a few months, when WPP announced a USD $25 million investment in Omniture. https://willscullypower.wordpress.com/2009/01/29/wpp-to-invest-25-million-in-omniture/

Why do you think WPP invested in Omniture? https://willscullypower.wordpress.com/2009/02/04/wpp-going-after-control-of-your-data/

So today, what is this announcement about?

In my opinion, its about control of more data.

Omniture controls tons of aggregate data, which is captured by cooking visitors browsers. With consumers getting smarter about how to delete their cookies, the value of the data and analytics starts to deplete.

So how does a company like Omniture solve the cookie deletion problem? Simple, store the data in the flash object, making it hard(er) for consumers to find and delete, thus making their dataset more accurate and ultimately more valuable.

Who ows Flash? Adobe.

This is all about control over consumers data.

And who are Adobe & Omniture up against in this space.

You guessed it.

Google.

Full Announcement: http://www.adobe.com/aboutadobe/invrelations/adobeandomniture.html

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