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Adobe to Acquire Efficient Frontier; Expand Into Internet Marketing

Adobe has moved to acquire advertising services provider Efficient Frontier.

Efficient Frontier allows marketers to purchase keywords for Google's advertising platform and place ads on Facebook. It also allows users to purchase display ads featured all over the web.

Adobe failed to disclose the financial details of the transaction, but said that it will close in February of next year,

The company is expanding beyond its traditional web and print design solutions and into digital media and marketing. Adobe said that Efficient Frontier's technology will compliment the technology it got when it acquired Omniture, which provides web traffic analysis tools, as reported by Businessweek.

"With the explosion in global Internet advertising, our customers need to know where, when and how to spend their digital marketing dollars to get the greatest return," said Brad Rencher, senior vice president and general manager of Adobe's Digital Marketing Business.

"The addition of Efficient Frontier will give our Digital Marketing Suite customers a leading platform for turning ad spending into business impact," he added.

The company said it plans to use the acquisition to expand its Digital Marketing Suite, which provides ad design and publishing tools.