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Measure This: Adobe Buys Web Traffic-Counter Omniture for $1.8 Billion

Published on September 15, 2009
by Peter Kafka

What do you do if you’ve got a grip on the Web/design software market? Expand into the Web measurement business, apparently. Adobe, whose Photoshop and Acrobat software offerings dominate the Web publishing business, will pay $1.8 billion to acquire Omniture, whose Web traffic measurement software is that industry’s standard.

Adobe (ADBE) is offering $21.50 in cash for each Omniture (OMTR) share. That’s a 25 percent premium over today’s closing price of $17.32–which includes a large run-up in the last few hours of the day, before trading was halted around 3:45 pm EDT. Good bet the folks at the Securities and Exchange Commission will take a look at that leap.

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URL: http://allthingsd.com/20090915/measure-this-adobe-buys-web-traffic-counter-omniture-for-1-8-billion/