Adobe buys Omniture for $1.8 billion.

In a surprisingly fast development, Adobe has announced that it will take over web analytic software company 'Omniture'. This take over will be costing them about $1.8 billion. This buy by Adobe will definitely force Google to revise its strategies for the web analytic market. Many are thinking that Google might come out with an 'Enterprise' version of their web analytics service.

Adobe Systems Inc. said Tuesday it will buy the Web analytic software company Omniture for about $1.8 billion, giving the maker of content-creation software a way to let marketers monitor the effectiveness of such content.

San Jose, Calif.-based Adobe Systems Inc. said it will buy Omniture Inc. for $21.50 per share in cash, a premium of 24 percent over Omniture’s closing stock price Tuesday.

The announcement came as Adobe said it earned $136 million, or 26 cents per share, in the fiscal third quarter that ended in August, down 29 percent from the same time a year earlier.

Excluding one-time items, Adobe earned a profit of 35 cents per share, a penny above what analysts polled by Thomson Reuters were expecting. The maker of Photoshop, Flash and Acrobat software says its revenue fell 21 percent to $697.5 million.

As nobody was expecting the entry of Adobe in the web analytics market, and that too so early, it will take some time for the web geeks to come out with their own versions and thoughts regarding this development. This has already started showing its effect in their shares(NASDAQ:OMTR), as it has pushed Omniture shares up $4.43 a share, while Adobe's share went down about 4% to $34.10.
According to Adobe CEO Shantanu Narayan, this was an important game changer for both Adobe and their customers. He has also said that this 'Omniture take over' wil enable advertisers, media organizations and e-tailers to realize the full value of their digital assets.