Adobe acquired Efficient Frontier for $374.7 million, a transaction completed in January 2012.
Efficient Frontier operates in Digital Marketing / Digital Experience. Efficient Frontier was a multi-channel digital ad buying and optimization company acquired in the first quarter of fiscal 2012. Adobe later rebranded it as Adobe AdLens, part of the Adobe Media Optimizer solution.
Adobe stated that the acquisition of Efficient Frontier in the first quarter of fiscal 2012 helped drive Adobe Marketing Cloud revenue growth during the year, and it was integrated into the Digital Marketing segment and rebranded as Adobe AdLens.
Advisory firms were not disclosed for this transaction.