With this acquisition Adobe plans to get a critical ability in their Marketing Cloud  to improve management of their marketing campaigns across multiple channels. Adobe Marketing Cloud is a set of tools that includes analytics, social networking, advertising, finding the target groups, and management solutions for the Internet experience.

Neolane, whose customers include Barnes & Noble, and Bridgestone Tires, managed software platform to automate and execute the campaign through the Internet, e-mail, social networks, mobile devices, call centers, direct mail and retail outlets. The entire process should be completed next month, and Neolane CEO, Stéphane Dehoche, will continue to lead the existing team as part of Adobe's Digital Marketing Business.

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