Adobe is to buy web analytics firm Omniture for US$1.8bn. By combining Adobe’s content creation tools with Omniture’s web analytics, measurement and optimization technologies, the firm says it will be well positioned to “deliver solutions that can transform the future of engaging experiences and ecommerce across all digital content platforms and devices.”

This could mean tracking and measurement built into individual digital assets, enabling retailers to quickly and easily judge their performance.

“Adobe customers are looking to us for solutions to deliver engaging experiences and more effectively monetize their content and applications online,” said Shantanu Narayen, president and chief executive officer of Adobe. “This is a game changer for both Adobe and our customers. We will enable advertisers, media companies and e-tailers to realize the full value of their digital assets.”

But what does the acquisition mean for internet retailers? “As a company, Adobe has a reputation for producing highly creative software and this, coupled with analytics, brings something new to the table. We should expect to see tracking capabilities added to all Adobe formats, created using Adobe software, and enabled when you pay an additional charge,” says Matthew Tod, CEO at independent web agency and long-time Adobe partner Logan Tod. “Adserving tools and personalisation platforms are probably also on the Adobe shopping list.”

Tod tells InternetRetailing.net he sees the deal as being full of benefits: “It’s good for Omniture because, as market leader, growth in analytics was going to be hard to find due to saturation issues. And it will be great news for marketing agencies as they will now find it much easier to justify work to clients based upon real usage data!”

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