Creativity and marketing technology provider Adobe plans to acquire Workfront, developer of a work management platform for the marketing community. The acquisition valued at $1.5 billion aims to bring Workfront’s technology for helping marketers plan, manage content and track marketing campaigns, and execute workflows to the Adobe Experience Cloud.
The Adobe Experience Cloud is an AI-driven platform for marketing, advertising, analytics, and commerce technologies. It provides tools to help deliver, manage, and optimize marketing experiences and connect all advertising into a single offering for media buying.
The acquisition is expected to close during the first quarter of Adobe’s fiscal year 2021.
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