Adobe to Aquire Content Curation Company, Livefyre
Adobe has entered into a definitive agreement to acquire privately held Livefyre, a content curation and audience engagement company. The Livefyre platform gives brands and publishers instant access to billions of pieces of user generated content that can be streamed in real-time right to their sites, ads, emails, TV, digital billboards, and apps.
With the planned integration of Livefyre into Adobe Experience Manager, customers will be able to collect, curate and publish user generated content from major social networks into digital experiences across a brand’s owned marketing channels. Livefyre will be part of Adobe Experience Manager and integrated across Adobe Marketing Cloud to make user generated content available across all eight digital marketing solutions.
“As the leader in digital experiences, Adobe helps brands create amazing content with Creative Cloud and then deliver and optimize those experiences using Adobe Marketing Cloud,” said Aseem Chandra, vice president, Adobe Experience Manager and Adobe Target. “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.”
“Adobe Marketing Cloud is recognized by major industry analysts as a leading digital marketing platform for delivering, managing, and measuring content across any digital touch point,” said Jordan Kretchmer, CEO and founder of Livefyre. “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.”
Innovations over the last several years have integrated Adobe Creative Cloud with Adobe Experience Manager and other digital marketing tools in Adobe Marketing Cloud. Enterprises are able to create and deliver rich, personalized experiences across websites, mobile apps and any connected device at unprecedented content velocity. Bringing together branded and curated social content from Twitter, Facebook, Instagram and other major social networks will accelerate content marketing and open a unique opportunity for marketers to further drive customer engagement and conversion.
Livefyre customers, many of which are joint customers, include CNN, The Coca-Cola Company, Cox Media Group, Dow Jones Wall Street Journal, Hallmark, Huff Post Live, Intel, Kimberly-Clark, Major League Baseball, Mashable, National Geographic, News Corp, the PGA Tour, Sears, Tourism Australia, Univision, Warner Music Group and others. Livefyre has offices in San Francisco and New York. The acquisition is subject to certain closing conditions and expected to close within the next months. Terms were not disclosed.