Adobe Systems has acquired Neolane, a software platform for managing digital marketing campaigns. This news was brought to our attention in the International Venture Capital Post’s article, “Adobe Acquires Neolane for US$600 Million.”

Adobe is mostly known as the maker of Photoshop and Acrobat software. The acquisition of Neolane would allow the company to have capabilities in the campaign management of the Adobe Marketing Cloud, a set of tools used in analytics, targeting, advertising, and social media as well as web experience management solutions.

Neolane operates a software platform for automation and execution of campaigns across the Web. This could be an added advantage to Adobe’s lineup of products. And in this very social and competitive world, any edge is appreciated.

Melody K. Smith

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