Executive Summary (This is a document excerpt)

On September 15, 2009, Adobe announced that it would acquire Omniture for $1.8 billion. Adobe's CEO, Shantanu Narayen, promised that the combined entity would help marketers "realize the full value of their digital assets." Forrester believes that while the vision holds promise, it's no slam dunk. Regardless of the deal's eventual outcome, we think this acquisition will launch permanent changes to the online marketing world: Customer intelligence and optimization will move to the head of the class.

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