Adobe, we’re told, will acquire Livefyre, a content curation and audience engagement company.
“The Livefyre platform gives brands and publishers instant access to billions of pieces of user generated content that can be streamed in real-time right to their sites, ads, emails, TV, digital billboards, and apps,” a provided statement reads. “With the planned integration of Livefyre into Adobe Experience Manager, customers will be able to collect, curate, and publish user generated content from major social networks into digital experiences across a brand’s owned marketing channels.”
The plan is for Livefyre to be integrated with Adobe Experience Manager to make user generated content available across all eight digital marketing solutions.
“As the leader in digital experiences, Adobe helps brands create amazing content with Creative Cloud and then deliver and optimize those experiences using Adobe Marketing Cloud,” said Aseem Chandra, vice president for 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.”
Livefyre customers — many of which are current customers of both companies — include CNN, The Coca-Cola Company, Cox Media Group, Dow Jones Wall Street Journal, Hallmark, Huff Post Live, Intel, Kimberly-Clark, Major League Baseball, Mashable, National Geographic, News Corp, the PGA Tour, Sears, Tourism Australia, Univision, Warner Music Group, and others.
“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,” said Jordan Kretchmer, CEO and founder of Livefyre. “We are thrilled to join the Adobe family to give brands the ability to deliver a breadth of impactful, highly personalized digital experiences.”