Adobe acquires Livefyre to add to Marketing Cloud

Digital marketing technology vendor acquires US-based company that helps brands collect and stream user-generated content into digital properties and advertising

Adobe has acquired content management technology provider, Livefyre, adding yet another string to its Marketing Cloud bow.

The digital marketing vendor has entered a definitive agreement to acquire the privately-held US-based business, which provides technology that allows brands and publisher to collect and stream user-generated content in real-time to their websites, as well as directly to ads, emails, TV, digital billboards and apps. Financial details have not been disclosed but the deal is subject to several closing conditions and is expected to close in coming months.

Adobe said it plans to integrate Livefyre’s technology into Adobe Experience Manager, its digital content management platform, one of eight offerings sitting within the Marketing Cloud portfolio of products.

The vendor noted both companies already served a number of the same customers, a list that includes Tourism Australia locally and News Corp. Other Livefryre customers include CNN, Coca-Cola, Kimberly-Clark, Hallmark, National Geographic and Univision.

“With this acquisition, our customers will be able to unify the best social media content with branded experiences created in Adobe Creative Cloud and community-driven content in Adobe Behance and Adobe Stock,” said AEM and Adobe Target VP, Aseem Chandra.

Raab Associates founder and analyst, David Raab, said the deal makes a lot of sense.

“It shows Adobe being open to giving marketers something they need – better tools for user generated content – even when that content was not being generated by traditional Adobe tools,” he told CMO. “That’s actually pretty forward-thinking of them.”

Raab questioned, however, how much tighter integration between the two platforms could be.

“It won’t make marketers’ lives significantly easier,” he said. “Ultimately, it’s about giving Adobe another revenue stream by letting them provide a function they didn’t have already. And there’s nothing wrong with that.”

Livefyre founder and CEO, Jordan Kretchmer, noted Adobe’s leading position in the digital marketing platform arena.

“We are thrilled to join the Adobe family to give brands the ability to deliver a breadth of impactful, highly personalised digital experiences,”he said. “ The addition of Livefyre to Adobe Marketing Cloud will bring content capabilities to Adobe customers that are unparalleled in the industry.”

Integration is the name of the game for Adobe across its Marketing Cloud, which has been built off the back of a number of acquisitions. These have included campaign software management provider, Neolane, in July 2013, web software provider, Day Software, in 2010, and marketing analytics provider, Omniture, in 2009.

In March, the vendor announced a raft of new integrations between capabilities across the Marketing Cloud, as well as plans for a new people-based cooperative to help brands better share cross-device information on consumers, along with new machine learning and analytics features across the stack.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

It's a pretty interesting article to read. I will learn more about this company later.

Dan Bullock

40 staff and 1000 contracts affected as foodora closes its Australian operations

Read more

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

Latest Podcast

More podcasts

Sign in