Adobe has pulled out the chequebook and announced it will buy Livefyre, a platform designed to assist brands and publishers in sourcing, curating and publishing user-generated content.
Livefyre’s technology enables customers to access a vast range of photos, videos, articles and social media posts, in turn allowing them to distribute these pieces of content across websites, digital billboards, TV, emails, apps and more. Brands can also use these content on their own social media platforms.
According to Adweek, vice president of Adobe Experience Manager and Adobe Target Aseem Chandra said, “With this acquisition, our customers will be able to unify the best social media content with branded experiences created in Adobe Creative Cloud and community-driven content in Adobe Behance and Adobe Stock”.
While the terms of the acquisition were not disclosed, the tie up will be complete in the next few months, integrating Lifefyre into the Adobe Experience Manager and across Adobe Marketing Cloud.
It’s not the first time Adobe and Livefyre have hopped into bed together, with Adobe last year chipping in funds along with a number of companies to raise money for the startup.
“Adobe Marketing Cloud is recognised by major industry analysts as a leading digital marketing platform for delivering, managing and measuring content across any digital touch point,” Livefyre CEO and founder Jordan Kretchmer said in a statement.
“We are thrilled to join the Adobe family to give brands the ability to deliver a breadth of impactful, highly personalized digital experiences. The addition of Livefyre to Adobe Marketing Cloud will bring content capabilities to Adobe customers that are unparalleled in the industry.”
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