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
Error: Please check your email address.
Show Comments

Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

Read more

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...

johny blaze

What machine learning has done for the Virgin Velocity program

Read more

Latest Podcast

More podcasts

Sign in