Last night, Adobe acquired web tracking company Omniture for $1.8 billion. Interesting indeed.
Flash, one of Adobe's key products, is a tough sell for user experience and web development folks, since it's not trackable and it's often not searchable. But to creatives, especially traditional creatives, Flash is a darling because it offers a dynamic experience and is more like TV than the Web.
Adobe senior vice president for corporate development Paul Weiskopf was quoted on MercuryNews.com as saying, "companies like online marketers and advertising agencies, and Web publishers and e-commerce firms, will be able to streamline the process of creating and delivering content."
One could argue with that. Flash is still flawed in developing large scale sites and Flash devs usually completely ignore user experience issues. But for microsites and display ads the tracking abilities enabled via Omniture will certainly be a plus.
What's more, the acquisition positions Adobe even stronger against Microsoft and its Silverlight technology which has tried to take on Flash.
Remember those rumors a few years back about Microsoft buying Adobe? It will be interesting to see how this acquisition further fuels or quells that chatter. Interesting indeed.