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The Connected Web

Phil Wainewright

Adobe Moves to Meter the Web

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An announcement from Adobe today provides more explanation of the rationale for its acquisition of web analytics vendor Omniture, announced last week.

Despite its prosaic name, the launch of Flash Platform Services for Distribution (all Techmeme coverage) is an important landmark in adding instrumentation and monetization to applications developed with Adobe's pervasive Flash technology. According to Adobe's press statement:

"Adobe Flash Platform Services are online, hosted services that allow developers to add innovative capabilities to Web applications with a predictable, cost efficient deployment model. Developers, advertisers and publishers are now using Adobe Flash Platform Services to make Web applications sharable, social, and collaborative."

The services are based on technology from Gigya, which specializes in distribution of social media applications and authenticating users. The Flash Platform Services will be of particular interest to games developers, making it easier to distibute their software across various mobile devices such as smartphones, and incorporating various mechanisms to help them make more money from promotions and upgrades. But it will doubtless be valuable to business software developers too, as well as enterprise developers looking for better ways to engage consumers with their online services.

Analytics are part of the Gigya platform but it's easy to see how Omniture's technology, once Adobe closes its acquisition, would enable Adobe to offer a more integrated view of visitor and user behavior that encompasses Flash applications, traditional Web pages and multimedia content. As I wrote last week, commenting on the deal when it was first announced:

"Adobe's new strategy makes an explicit link between website design and business goals. Instead of simply enabling its customers to build websites, adding Omniture's service means that now its customers can also measure and tune the effectiveness of that activity, as part of an integrated, round-trip process. Not everyone in Adobe's customer base is going to like having all this instrumentation and accountability thrust upon them, but it's in tune with the way the world increasingly works these days. The connectivity and real-time data streams of the Web allow us to join up processes that have always previously been disjointed."

As a commenter to that post noted, Adobe last month acquired Business Catalyst, a platform that helps web developers set up ecommerce websites. If you put all the pieces together, it seems that Adobe is now pursuing a strategy of acquiring and launching technologies that will help its customers build revenues and profitability from their Web presence. If that's true, I'd say it's a very smart move, since that's a market that's set for growth whatever happens to the wider economy.

Phil Wainewright blogs about how businesses are using the Web to get better plugged into today's fast-moving, digital economy.

Phil Wainewright

Phil Wainewright specializes in on-demand services View more

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