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VIRTUALISATION Adobe's overture to Omniture proves successful
VIRTUALISATION Adobe's overture to Omniture proves successful | Adobe's overture to Omniture proves successful |
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| by Stephen Withers | |
| Monday, 26 October 2009 | |
  
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In the first week in October, Adobe announced that it has been granted early termination of the the waiting period under the Hart-Scott-Rodino Antitrust Improvements Act, allowing the acquisition to progress at faster pace than we usually see. On Friday (US time), Adobe revealed that approximately 90% of Omniture's issued and outstanding shares had either been tendered or committed to tender. The company offered $US21.50 per share, and the same price will be paid to the owners of the remaining shares other than those "who properly exercise their appraisal rights under applicable Delaware law". The deal is structured as a merger between Snowbird Acquisition (a wholly-owned subsidiary of Adobe) and Omniture. In a statement issued on Friday, Adobe officials said the company expected the acquisition to be completed that day. The plan is to incorporate Omniture's analytics, measurement and optimisation technology into Adobe's content creation and client software. At the time the purchase was announced, Adobe president and CEO Shantanu Narayen said "Adobe customers are looking to us for solutions to deliver engaging experiences and more effectively monetize their content and applications online." "This is a game changer for both Adobe and our customers. We will enable advertisers, media companies and e-tailers to realise the full value of their digital assets," added Narayen. The acquisition is likely to heighten existing privacy concerns about Flash cookies, which are less visible and much harder to selectively remove than conventional browser cookies. |
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