[Infowarrior] - Adobe buys Omniture

[Richard Forno]

  Firm for Analyzing Web Traffic Bought by Adobe for $1.8 Billion
By THE ASSOCIATED PRESS

http://www.nytimes.com/2009/09/16/technology/companies/16adobe.html?_r=1&hpw=&pagewanted=print
Adobe Systems said it would buy the Web analytics software company  
Omniture for about $1.8 billion, giving the maker of content-creation  
software a way to let marketers monitor the effectiveness of such  
content.

Adobe, based in San Jose, Calif., will pay $21.50 a share in cash, a  
premium of 24 percent over Omniture’s closing stock price Tuesday.  
Omniture shares jumped nearly 26 percent in after-hours trading.

Adobe also said it had earned $136 million, or 26 cents a share, in  
the fiscal third quarter that ended in August, down 29 percent from  
the same time a year earlier. Excluding one-time items, Adobe earned  
35 cents a share, a penny above what analysts polled by Thomson  
Reuters were expecting.

Adobe, the maker of Photoshop, Flash and Acrobat software, said its  
revenue fell 21 percent to $697.5 million.

Omniture, based in Orem, Utah, offers a variety of Web traffic  
analysis tools and other products for companies to improve their  
marketing over the Internet. The acquisition would marry Adobe’s tools  
for creating Web sites and ads with Omniture’s services for figuring  
how to best deliver messages.

Trip Chowdhry, an analyst with Global Equities Research, said the  
planned acquisition would allow Adobe to create new streams of revenue  
even as its existing businesses declined.

Though he called the deal “timely,” Mr. Chowdhry said Adobe was  
overpaying. He said $12 to $13 a share, rather than $21.50, would have  
been a fair value.