Adobe Marketing Cloud

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Adobe Marketing Cloud
Adobe Marketing Cloud icon
Developer(s) Adobe Systems[1]
Initial release October 24, 2012 (2012-10-24)
Operating system Windows, OS X[1]
Available in Multilingual
Type Software suite, cloud applications
License Software as a service
Website Marketing Cloud page

Adobe Marketing Cloud (AMC) is a collection of integrated online marketing and Web analytics products by Adobe Systems. It is a comprehensive marketing solution which enables marketers to measure, personalize and optimize marketing campaigns and digital experiences for optimal marketing performance.


Adobe Marketing Cloud includes a set of analytics, social, advertising, media optimization, targeting, Web experience management and content management products[2] aimed at the advertising industry and hosted on Amazon Web Services.[1] Like other Adobe Cloud services (e.g., Adobe Creative Cloud), the Adobe Marketing Cloud allows users with valid subscriptions to download the entire collection and use it directly on their computers with open access to online updates.[3]

The Adobe Marketing Cloud collection was introduced to the public in October 2012[citation needed] as Adobe began retiring the Omniture name it acquired in October 2009.[4][5] Products of the defunct company were then integrated step by step into the new Cloud service[6] which includes the following six applications: Adobe Analytics, Adobe Target, Adobe Social, Adobe Experience Manager, Adobe Media Optimizer and Adobe Campaign. In November 2013, Adobe Systems introduced mobile features to its Marketing Cloud, making smartphones and other mobile devices new targets for analytics.[7][8][9]

On September 15, 2009, Omniture, Inc. and Adobe Systems announced that Adobe would be acquiring Omniture, an online marketing and web analytics business unit in Orem, Utah.[10] The deal of $1.8 billion, was completed on October 23, 2009,[5][11] and is now joined by other Adobe acquisitions such as Day Software and Efficient Frontier, as the main components of Adobe's Digital Marketing Business Unit.[12][13] Around 2012, Adobe withdrew the Omniture brand while its products were being integrated into the Adobe Marketing Cloud.[12][14][15]


Adobe Marketing Cloud as a subscription model has made significant progress in terms of acceptance in the business world.[16][17][18][19] In 2013, Gartner, an information technology research and advisory company, ranked the Adobe's solutions execution ability at the highest position on its Magic Quadrant for Web content management.[20][21] This distinction is in line with the evolution of its preceding Cloud-based model suite Adobe Creative Cloud which met significant criticism in the beginning.[22][23][24][25]


  1. ^ a b c Amazon Web Services. "Adobe Experience Manager". Amazon Web Services. Retrieved February 7, 2014. 
  2. ^ "Adobe Marketing Cloud solutions". Adobe Systems. Retrieved January 13, 2014. 
  3. ^ Jon Fortt (March 18, 2013). "Why Investors Like Adobe Diving Into Subscriptions". Canada National Broadcasting Corp. Retrieved February 15, 2014. 
  4. ^ "Adobe Buys Omniture, Opens Gate to Advertising". Forbes magazine. September 16, 2009. Retrieved January 13, 2014. 
  5. ^ a b Associated Press (September 15, 2009). "Firm for Analyzing Web Traffic Bought by Adobe for $1.8 Billion". New York Times. Retrieved January 5, 2014. 
  6. ^ Richard Carey (July 18, 2012). "How To Gracefully Retire A Brand Name". 
  7. ^ "Adobe Takes Its Marketing Cloud Services Mobile". Forbes. November 7, 2013. Retrieved January 18, 2014. 
  8. ^ "Adobe adds geolocation targeting to Marketing Cloud". PC World. November 7, 2013. Retrieved January 14, 2014. 
  9. ^ "Adobe Launches Mobile Services for Adobe Marketing Cloud". Adobe Systems. Retrieved January 14, 2014. 
  10. ^ "Adobe acquires Omniture Software". Adobe Systems. 
  11. ^ The Associated Press (September 15, 2009). "Firm for Analyzing Web Traffic Bought by Adobe for $1.8 Billion". New York Times. Retrieved January 18, 2014. 
  12. ^ a b Robin Wauters (2011-11-30). "Adobe Acquires Efficient Frontier". 
  13. ^ Adobe (2009-10-26). "Omniture acquisition FAQ". 
  14. ^ "How To Gracefully Retire A Brand Name". 2012-07-18. 
  15. ^ Adobe (2009-10-26). "Omniture acquisition FAQ". 
  16. ^ Patrick Seitz (September 18, 2013). "Adobe Leaps To All-Time High On Cloud Progress". Retrieved February 11, 2014. 
  17. ^ Patrick Seitz (September 18, 2013). "Adobe Cloud Transition Surpassing Expectations". Retrieved February 11, 2014. 
  18. ^ Richard Saintvilus (September 18, 2013). "Adobe on the Right Track". The Street. Retrieved February 4, 2014. 
  19. ^ Andrea Tse (September 18, 2013). "Adobe shines as cloud model delivers". The Street. Retrieved February 4, 2014. 
  20. ^ Jennifer Lopez (August 5, 2013). "Adobe Positioned as a Leader in the Magic Quadrant for Web Content Management" (PDF). Adobe Press. Retrieved February 15, 2014. 
  21. ^ Mick MacComascaigh; Mark R. Gilbert; Jim Murphy; Gavin Tay (July 31, 2013). "Magic Quadrant for Web Content Management". Gartner. Retrieved February 15, 2014. 
  22. ^ "Adobe shares soar to new record on cloud hopes". Financial Times. December 13, 2013. Retrieved January 20, 2014. 
  23. ^ Stephen Shankland (September 17, 2013). "Adobe exceeds 1M Creative Cloud subscriptions; stock rises". CNET. Retrieved January 18, 2014. 
  24. ^ "Facebook Shows Strong Performance In Adobe Social". Retrieved January 14, 2014. 
  25. ^ Adobe's Creative Cloud Move Causes Outcry And Confusion, Forbes

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