Adobe is buying Marketo, a maker of targeted marketing tools, for $4.75 billion [Los Angeles Times (CA)]
Adobe Inc. (ADBE)
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Source: Los Angeles Times
Adobe is buying Marketo, a maker of targeted marketing tools, for $4.75 billion Adobe Systems Inc. agreed to acquire software maker Marketo Inc. for $4.75 billion, bolstering its marketing tools in a bid to compete against Salesforce.com Inc. and Oracle Corp. in a fast-growing business. The deal, which would be Adobe’s largest acquisition ever, is expected to close during the fourth quarter of Adobe’s fiscal 2018, the San Jose company said Thursday. Adobe’s fiscal year ends Nov. 30. Adobe, the maker of image-editing tool Photoshop, has sought to develop a software suite that includes advertising, analytics and e-commerce programs. Marketo, owned by Vista Equity Partners, provides one of the last pieces of that puzzle. Adobe purchased Magento Commerce for $1.7 billion in June to enter the market for e-commerce. Vista bought Marketo in 2016 for $1.8 billion. The San Mateo, Calif., company sells marketing software that companies use to identify and reach new customers through email, text
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