Adobe to Acquire Efficient Frontier
The acquisition will also bring a social marketing engagement platform, offering customers tools and services to help them build, manage, monitor and measure their brand presence across the social web. Adobe will combine this social engagement capability with Adobe SocialAnalytics, an analytics solution that moves beyond social monitoring to tie social media to business results.
The Adobe Digital Marketing Suite features a paid search management solution, SeachCenter+. Efficient Frontier will extend this search capability with a complementary search portfolio optimization system. These solutions will be combined, creating a market-leading search optimization solution that scales from mid-market to the largest enterprises and agencies.
Efficient Frontier brings its experience in search optimization to display advertising with a real-time bidding system to increase ad performance on major display inventory sources. This bidding system utilizes Efficient Frontier's algorithms, which will learn using site traffic and conversion data from the Adobe Digital Marketing Suite, and will complement the Adobe Dynamic Ad Targeting solution which dynamically generates display ads with personalized messaging and offers. The integration of Efficient Frontier and Adobe Digital Marketing Suite capabilities will give customers a more complete view of their display advertising campaigns and provide a unified ad-to-site optimization system to increase qualified clicks and conversion rates.
The auction-based buying process for search, display and social media puts marketers under pressure to decide what and where to bid. Efficient Frontier takes the guesswork out of the process by using an algorithmic approach to generate optimized bids and allocate budget across digital channels for maximum return on investment. The customizable algorithms are built on the marketer's historical performance data from the search, display, and social marketplaces as well as conversion data from the marketer's websites and offline sources. The Efficient Frontier algorithms will especially benefit from the clickstream data and conversion metrics captured by the Adobe Digital Marketing Suite. Adobe customers will be able to develop predictive models and simulations that are highly accurate and actionable.