Will Scully-Power

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


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.


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


Leave a Comment so far
Leave a comment

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: