On September 15, 2009,
Adobe Systems announced its intention to purchase
Omniture, Inc., a company specializing in online marketing and web analytics based in Orem, Utah. The acquisition, valued at $1.8 billion, was finalized on October 23, 2009. Post-acquisition,
Omniture's offerings were progressively integrated into what is now known as Adobe's Digital Marketing Business Unit, alongside other acquisitions such as Day Software and Efficient Frontier. Adobe Experience Cloud, initially known as Adobe Marketing Cloud, was unveiled in October 2012 as part of Adobe's strategy to phase out the
Omniture brand. The suite integrates products from the acquired company,
Omniture, along with other services into a unified cloud service. Adobe Experience Cloud encompasses
analytics,
social,
advertising, media optimization,
targeting, web
experience management, journey orchestration, and
content management services, hosted on
Microsoft Azure. The eight main applications are Adobe Analytics, Adobe Target, Adobe Social, Adobe Experience Manager, Adobe Media Optimizer, Adobe Campaign (both Classic and Standard versions), Audience Manager, and
Primetime. In 2013, Adobe acquired Satellite TMS from Search Discovery and rebranded it as Adobe Dynamic Tag Management (Adobe DTM). Then launched Adobe Launch in 2018, its tag management system. Adobe announced the acquisition of
Magento for $1.68 billion on May 21, 2018. This acquisition aimed to incorporate commerce features into the Adobe Experience Cloud. Later that same year, on September 20, Adobe acquired
Marketo, a marketing automation company. By 2021, Adobe Experience Platform Launch was slated to be integrated into the Adobe Experience Platform as part of a broader suite of
data collection technologies. ==Products==