Adobe marketing cloud now to rain spam following Neolane slurp

Adobe has said that it will slurp up digital marketing software firm Neolane into its marketing cloud for $600m in cold, hard cash.

Neolane, which operates a software platform for managing digital marketing campaigns across web, email, social and other channels, will be shoved into the Adobe Marketing Cloud, the firm said. The service already gives customers access to marketing tools such as analytics, social, advertising and targeting.

“The combination of Adobe and Neolane will give customers richer customer profiles, greater activation of social and mobile data, better definition of highly valuable customer segments, and more sophisticated automation and execution platforms,” Adobe’s digital marketing senior veep and GM Brad Rencher said in a blog post.

Neolane will also be bringing a bunch of existing customers with it, like EMI Music, Visa, Samsung and Sophos.

Adobe said the acquisition, which it is hoping to complete next month, wouldn’t affect its results for this financial year. The company also said that Neolane chief exec Stéphane Dehoche would be staying on to lead his former employees in Adobe’s marketing division. ®