Adobe acquires behavioral data management company

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San Jose, Calif.—Graphic design and Internet software company Adobe Systems continued to augment its online marketing capabilities with the acquisition of Demdex Inc., a New York-based data management company.

Adobe, which has been integrating marketing automation and analytics into its content manipulation offerings—most notably with the acquisition of Omniture in 2009—will add Demdex audience segmentation and optimization services to its Adobe Online Marketing Suite, composed of such former Omniture applications as SiteCatalyst, for Web analytics, and Test&Target, for multivariate testing.

Last fall, Adobe acquired Day Software Holding, a Swiss company offering products that help companies manage unstructured content on websites and handle social media.

Terms of the Demdex deal were not released, although the San Francisco Chronicle reported that Adobe paid $58 million for the company.

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