Adobe’s recent acquisition of Efficient Frontier has launched the company into ad buying. Founded in 2002, Efficient Frontier is a company best known for helping marketers negotiate advertising on Facebook. The pending purchase will add new services to Adobe’s Digital Marketing Suite, which includes web analytics and web optimization tools for marketers. The deal follows Adobe’s $1.8 billion purchase of Omniture, a maker of web traffic measurement software, in 2009. Such measurement tools let publishers using Adobe’s software quantify the number of people who visit their sites in order to better negotiate ad rates. The purchase will give Adobe more of a foothold in ad buying on Facebook. Adobe currently lets marketers buy ads on Facebook via its Adobe Search Center+ paid search management tool. Efficient Frontier manages more than $1 billion in marketing spending on behalf of its clients, which include Travelodge, Match.com and Discover Financial Services.
In The Spotlight
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Cobbie’s Sauce Gives Back Through a Family Recipe
“You have to constantly give your best and raise the bar personally and professionally. We see this played out daily at the Shepherd Center, which continues to make a difference in our daily lives.” -Betty Hulse
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Cobbie’s Sauce Gives Back Through a Family Recipe
Featured Blog
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DoGooder Taste Test
Aspiring foodie, Lianne McLaughlin, whips up our healthy recipes to find out if they taste as good as they look. This week’s recipe: Pumpkin Soup.
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DoGooder Taste Test
