Omniture was an online marketing and web analytics business unit in Orem, Utah that was acquired by Adobe Systems. The company operated until 2011 as a business unit within Adobe called the Omniture Business Unit, but as of 2012, Adobe began the process of retiring the Omniture name as former Omniture products were integrated into the Adobe Marketing Cloud.[2]
The company was founded in 1996 by Josh James and John Pestana and was backed by venture capitalists including Hummer Winblad Venture Partners, University Venture Fund, and Scale Venture Partners. During a period of rapid growth, the company was one of Inc. Magazine's 500 fastest-growing private companies. Omniture was listed on the NASDAQ as OMTR[3] in 2006.[4]
Omniture bought behavioral targeting company Touch Clarity for $51.5 million.[5] In late 2007 the company acquired web analytics company Visual Sciences, Inc. (formerly WebSideStory) for $394 million,[6] and also purchased Offermatica for $65 million. In October, 2008 it agreed to acquire the Israeli e-commerce search solution provider Mercado for $6.5 million.[7]
On September 15, 2009, Omniture, Inc. and Adobe Systems announced that Adobe would be acquiring Omniture for roughly $1.8 billion.[8] The deal was completed on October 23, 2009,[9] 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.[10][11]
Adobe vacated the former Omniture offices in Orem, Utah in November, 2012, moving a large portion of its Digital Marketing Business Unit to a new facility in Lehi, Utah.
Omniture's latest offerings as of 2010 include some social media tracking capabilities. Major competitors are Rapleaf, WebTrends, Personyze and Eloqua.
Critics have accused Omniture of attempting to hide the fact they are collecting data.[12] Critics claim they do this by sending the information to a domain name that looks and sounds similar to an IP address used to connect to devices on the local network and not the Internet. This has led to speculation that the domain name is used to trick users or firewall rules.[13] Omniture's SiteCatalyst and SearchCenter products use the 2o7.net domain name.[14]
Omniture collects data from Apple[12] and Adobe, who use Omniture to collect usage statistics across their products.[13] It is possible to opt-out of the Omniture data-collection system, and to block the tracking.[14]