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Adobe to buy Neolane

Software for digital marketing

Adobe has announced that it will buy the privately held Neolane, which operates a software platform for managing digital marketing campaigns over multiple platforms, for $600 million.

A spokesAdobe said that the big idea is to "bring critical cross-channel campaign management capabilities to the Adobe Marketing Cloud." Adobe Marketing Cloud is a set of tools encompassing analytics, social, advertising, targeting, and web management.

Neolane has Barnes & Noble and Bridgestone Tires for clients and operates a software platform for automatic web campaigns. Adobe said the acquisition, expected to close next month, will not materially affect its revenue forecast and adjusted financial results for the current fiscal year.

Neolane CEO St├ęphane Dehoche will continue to lead the former Neolane team as part of Adobe's digital marketing business.

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