Adobe acquires audience engagement innovator Livefyre as part of its Adobe Marketing Cloud services
US software giant Adobe has announced it is buying the content curation and audience engagement innovator Livefyre for an undisclosed sum.
The Livefyre platform gives brands and publishers instant access to user-generated content that can be streamed in real time to websites, adverts, emails, apps and TV, and is also well-known for its online commenting system.
The tie-up, which remains subject to conditions, will ensure brands can access more free content, as customers will be able to collect, curate and publish user generated content from major social networks across a brand’s own marketing channels.
Adobe has said Livefyre, which has offices in San Francisco and New York, will be part of its Experience Manager and will be integrated across Adobe Marketing Cloud to make user generated content available across all eight digital marketing solutions.
Livefyre's customers include CNN, The Coca-Cola Company, Dow Jones Wall Street Journal, Hallmark, Huff Post Live, Intel, Mashable and National Geographic.
“As the leader in digital experiences, Adobe helps brands create amazing content with Creative Cloud and then deliver and optimise those experiences using Adobe Marketing Cloud,” said Aseem Chandra, vice president of 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.”
Jordan Kretchmer, chief executive and founder of Livefyre, said: “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.
“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."