Digital marketing industry, Adobe (the guys that bring you Photoshop, Flash) had you in mind when they bought Omniture (leader in web analytics) for $1.8 billion today.
In a statement, Adobe said they seek to "broaden solutions provided to the rapidly growing internet advertising, e-commerce and digital media markets."
What does that really mean? Basically, it's they're trying to combine measurement and content, ad creation. Sounds simple enough, right?
Not really. "It will be a daunting task for them," says Forrester research principle Suresh Vittal. "It is a path strewn with barriers [i.e. agencies and media buyers that have a vested interest]… I guess they felt up to the challenge." (MediaPost)
The MediaPost writeup also points out that Adobe may be the "independent arbitrator to help create new standards in advertising that have been slow to emerge." Perhaps to help show user engagement with ads made with their development tools.
