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Adobe devours analytics firm, is your data the dessert?

Adobe announced it's buying Omniture, the web analytics firm it's been using to track usage stats on its products for years. Omniture is one of the largest analytics companies out there, serving a roster of customers including America Online (this blog's parent company), British Telecom, Disney, eBay, and Ford. Adobe's using thick corporate-speak in its press announcements about this acquisition so far, but the upshot is that they can target content to users with the help of Omniture's behavior-tracking capabilities. That means Adobe is now well-positioned to get into the advertising business.

While Adobe sees Omniture as a business opportunity, some privacy-conscious web users see it as a spyware peddler. You may remember Omniture as the company behind the slightly shady 2o7.net domain, which looked to many users like an IP address, but was actually a domain that Omniture used to track stats. Omniture eventually (sort of) explained 2o7.net, but hasn't stopped using it. They also still offer an option to opt out of the domain's tracking cookies. I haven't heard much of an uproar about 2o7.net in the past few months, but Omniture's privacy policies still say that "the 2o7.net domain is the primary domain our corporate customers use to measure visitor behavior on their website(s)."


Tags: adobe, analytics, business, omniture, spyware, tracking