| Type | Subsidiary |
|---|---|
| Industry | Web Analytics Market Research Online Optimization |
| Founded | 1996 |
| Headquarters | Orem, Utah |
| Key people | Brad Rencher, Omniture Business Unit SVP and GM Josh James, Co-Founder John Pestana, Co-Founder |
| Products | Adobe SiteCatalyst Adobe SearchCenter+ Adobe Discover Adobe Test&Target Adobe Genesis Adobe Insight Adobe Merchandising Adobe Search&Promote Adobe Survey Adobe Recommendations Adobe DigitalPulse Adobe Scene7 |
| Employees | > 1,000 (2008)[1] |
| Parent | Adobe Systems |
| Website | http://www.omniture.com |
Omniture is an online marketing and web analytics business unit owned by Adobe Systems. The Omniture Business Unit is based in Orem, Utah, with offices worldwide. It serves customers in 75 countries worldwide.
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The company was founded in 1996 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 in 2006.[2]
Omniture bought behavioral targeting company Touch Clarity for $51.5 million.[3] In late 2007 the company acquired web analytics company Visual Sciences, Inc. (formerly WebSideStory) for $394 million,[4] and also purchased Offermatica for $65 million.[5] In October, 2008 it agreed to acquire the Israeli e-commerce search solution provider Mercado for $6.5 million.[6]
On September 15, 2009, Omniture, Inc. and Adobe Systems announced that Adobe would be acquiring Omniture for roughly $1.8 billion.[7] The deal was completed on October 23, 2009,[8] and is now run as the Omniture Business Unit within Adobe.[9]
The Omniture Business Unit will move from Orem to a newly constructed Adobe office in Lehi, Utah, in 2012.
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.[10] 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.[11] Omniture's SiteCatalyst and SearchCenter products use the 2o7.net domain name.[12]
Omniture collects data from Apple[10] and Adobe, who use Omniture to collect usage statistics across their products.[11] It is possible to opt-out of the Omniture data-collection system, and to block the tracking.[12]