At first, this news sounded a bit odd to me. Is there any reason why Adobe should want to buy web analytics firm Omniture? And then, I’ve a long history of acquisitions in mind. We are still using a tool called Hitbox that was developed by WebSideStory which got acquired by Visual Sciences which then was bought by Omniture. And now Adobe.

But ZDNet gave me the answer:

[Adobe CEO Shantanu] Narayen called the deal a “game-changer” for both Adobe and its customers because it enables advertisers, media companies and e-tailers to “realize the full value of their digital assets.”

And here is the chart explaining the deal’s ratio:

Does this make sense to you?