Adobe To Acquire Digital Marketing Agency Efficient Frontier

Adobe has agreed to acquire digital marketing agency Efficient Frontier, which has a strong search marketing practice and technology to manage Facebook advertising. The companies didn’t disclose the terms of the deal.

The companies said Efficient Frontier would become a part of Adobe’s Digital Marketing suite, which includes technologies and services it acquired with web analytics and optimization firm Omniture in 2009.

Adobe has long been building up its capabilities in the digital marketing space, largely through acquisition. Earlier this month, it bought Auditude, a video ad management and monetization technology firm. In January, 2011, it purchased Demdex, a data management and audience optimization company. In July of 2010 the company got into web content management with the acquisition of Day Software.

Efficient Frontier began operations as a search marketing company helping large enterprise clients utilize algorithmic technology — using financial trading as a model — to maximize their investments in the space. Since its start, the company has expanded into other digital marketing arenas, notably including Facebook and display advertising.

Adobe says the Facebook and Search-related capabilities will be integrated into its existing Adobe SearchCenter+ offering, and the related analytics will be built into Adobe SocialAnalytics. Efficient Frontier also uses search-like optimization technologies in the display arena via ad exchanges. Adobe says these capabilities will work with the Digital Marketing Suite and its Dynamic Ad Targeting solution.

Efficient Frontier itself last month acquired Australia-based Downstream Marketing, which it called the largest provider of digital marketing technology and services in Australia. Efficient Frontier’s clients include BabyCenter, The Motley Fool, Bankrate,, and Home Away/Holiday Rentals.

The acquisition will have to go through the usual government and board-of-director approvals, but Adobe expects it to close early in 2012.

Related Topics: Business Issues: Acquisitions & Investments | Channel: SEM | Search Ads


About The Author: is Executive Features Editor at Search Engine Land and Marketing Land. She’s a well-respected authority on digital marketing, having reported and written on the subject since 1998.

Connect with the author via: Email | Twitter | Google+ | LinkedIn


Get all the top search stories emailed daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!



Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide