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

|About: Adobe Systems Incorporated (ADBE)|By:, SA News Editor

Adobe (ADBE) responds to Salesforce's (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 (MKTO), Responsys (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.