Adobe has added another layer to its suite of digital marketing and advertising solutions with the acquisition of Efficient Frontier. 

The acquisition provides Adobe with multi-channel ad campaign forecasting, execution and optimization capabilities, to its existing digital marketing capabilities which include a data management platform, a video ad management and monetization platform, and a content management system. Efficient Frontier will enable Adobe to continue building upon its already strong ad buying and optimization platform for search, social and display.

“With the explosion in global Internet advertising, our customers need to know where, when and how to spend their digital marketing dollars to get the greatest return,” said Brad Rencher, senior vice president and general manager of Adobe’s Digital Marketing Business. “The addition of Efficient Frontier will give our Digital Marketing Suite customers a leading platform for turning ad spend into business impact.”