Adobe confirms Livefyre purchase go-ahead
Adobe has confirmed its intent to purchase Livefyre after reaching a definitive agreement with the content curation and audience engagement specialist.
The digital experience and document solutions specialist has been drawn to Livefyre’s platform, which gives brands and publishers instantaneous access to billions of individual items of user-generated content that can be streamed in real-time to their own sites, ads, emails, TV, digital billboards, and apps.
By integrating this service into Adobe Experience Manager it is envisaged that customers will be able to collect, curate and publish user generated content from social networks into digital experiences embedded within a brands marketing channel.
Aseem Chandra, vice president, Adobe experience manager said: “As the leader in digital experiences, Adobe helps brands create amazing content with Creative Cloud and then deliver and optimise those experiences using Adobe Marketing Cloud. 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.”
Jordan Kretchmer, chief executive and founder of Livefyre, added: “Adobe Marketing Cloud is recognised by major industry analysts as a leading digital marketing platform for delivering, managing, and measuring content across any digital touch point. We are thrilled to join the Adobe family to give brands the ability to deliver a breadth of impactful, highly personalised digital experiences. The addition of Livefyre to Adobe Marketing Cloud will bring content capabilities to Adobe customers that are unparalleled in the industry."