Last night Adobe bought Omniture for an eye-watering $1,8bn. I don't know what $1.8bn looks like but these are crazy prices. Omniture is seen as the industry's gold standard web analytics suite but google will certainly power-up their analytics engine and give it to everyone for free. So what do you really get for $1.8bn?
Well, Adobe will design and build flash websites and will embed the omniture tracking technology within the website; I expect that means they get control of the data. Once the cookie is embedded in the flash object can you delete it? I don't know this isn't really a tech blog!
However the idea of having line of site over this data will allow them to better optimize their sites and control that data (keeping it out of the hands of google) and ultimately making them a more attractive proposition for one of the big dogs like Microsoft at a later date?
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