For example, Narayen said people were using Flash to create online advertisements, but wanted a way to better understand click-through rates so they could see which ones were working. They thought there might be a way for Adobe to build that into their products, and "a number actually wanted us to integrate with solutions like Omniture," he said.
Similarly, Adobe, too, found it wanted more information from the ads and digital media it was putting up on its own site. Omniture had been an Adobe partner for some time, and in conversations with James, Narayen said the two realized their companies had "the same vision" for how digital media and rich Internet applications could include Web analytics and optimization technology.
Forrester's Lovett said the deal will put Adobe a step ahead of other companies creating tools for developing digital content.
"The combination of these two technologies makes sense -- it's the creative meeting the measurement side of things," he said. The deal creates a "big opportunity" to allow content creators to potentially measure the impact of everything they do, Lovett added.
Following the close of the deal, Omniture will become a new unit within Adobe, the company said. Omniture's CEO James will join Adobe as senior vice president in charge of that business unit, reporting to Adobe President and CEO Shantanu Narayen.
The companies expect the deal to close in the fourth quarter of Adobe's fiscal year, which ends Nov. 27.