Adobe Completes Acquisition of Efficient Frontier
Digital ad optimization platform enhances multi-channel campaign capabilities
According to Adobe the acquisition of the digital marketing company Efficient Frontier will enable it to add a multi-channel ad campaign forecasting, execution and optimization capabilities to its existing Digital Marketing Suite. Other solutions that Efficient Frontier brings to Adobe’s table are a social marketing engagement platform and social ad buying capabilities.
Adobe currently captures approximately five trillion digital transactions per year for more than 5,000 customers, including many of the world’s largest advertisers, publishers and advertising agencies. By combining this rich data with Efficient Frontier’s powerful algorithms that define bidding strategies and budget allocation, Adobe continues to build upon the foundation of its independent ad buying and optimization platform. This will enable the company to provide a more complete suite of capabilities to digital marketers, advertisers and publishers for reporting and analytics, personalized experiences, multi-channel campaign management and media monetization.
With the acquisition now closed, Efficient Frontier president and chief executive officer, David Karnstedt, will continue to focus on advertising technologies for Adobe, as an instrumental part of the Digital Marketing Business.
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