Adobe buying marketing tech co. Neolane for $600M

Photoshop maker Adobe buying marketing technology provider Neolane for $600M

Associated Press

SAN JOSE, Calif. (AP) -- Adobe, the maker of Photoshop and other creative software, wants to beef up its services for marketers by buying French company Neolane for $600 million.

Adobe already has services aimed at the digital marketing industry in its Adobe Marketing Cloud division. The company said Thursday that Neolane's technology helps companies coordinate campaigns through social media, email, call centers and direct mail. Neolane has about 400 customers, many of whom already use Adobe, said Neolane CEO Stephane Dehoche in a statement.

The deal is expected to close in July and should not affect Adobe's financial forecast for the year.

The San Jose, Calif., company has been shifting its business to a subscription model. Creative Cloud offers online versions of Adobe software products through subscriptions, instead of a download or physical package.

Shares of Adobe Systems Inc. closed up 25 cents to $45.93 Thursday.

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