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Adobe (NASDAQ:ADBE) responds to Salesforce's (NYSE:CRM) deal to buy ExactTarget in a big way,...

Jun. 27, 2013 4:50 PM ETAdobe Inc. (ADBE) StockCRM, ADBE, MKTG, MKTOBy: Eric Jhonsa, SA News Editor3 Comments

Adobe (NASDAQ:ADBE) responds to Salesforce's (NYSE:CRM) deal to buy ExactTarget in a big way, agreeing to purchase French ExactTarget rival Neolane for $600M in cash. Neolane, whose acquisition comes a year after Adobe paid $400M to buy online ad buying platform Efficient Frontier, develops software that lets businesses integrate offline and offline data to created automated ad campaigns; the company claims 400 customers. On top of ExactTarget, Neolane competes with Marketo (NASDAQ:MKTO), Responsys (NASDAQ:MKTG), and Oracle-acquired Eloqua. The company will be added to Adobe's Marketing Cloud unit, which posted 18% revenue growth and 25% bookings growth last quarter.

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