Adobe announced today that it's buying Livefyre, a platform that helps brands and publishers collect, curate and publish user-generated content.
The acquisition will allow Adobe to keep up with the high demand for digital content. Using Livefyre's technology, customers will have access to billions of photos, videos, stories and tweets for distribution across websites, apps, emails, TV, digital billboards and more. Brands will also be able to sort through and use content across social media platforms.
"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," wrote Aseem Chandra, vice president, Adobe Experience Manager and Adobe Target.
When the acquisition is complete in the next few months, Livefyre will become part of Adobe Experience Manager and integrated across Adobe Marketing Cloud. Terms of the agreement were not disclosed.
This isn't the first time Adobe and Livefyre have done business together. Last year, Adobe was one of several companies that participated in a series D round of funding for Livefyre that raised $47 million for the San Francisco startup. One of Livefyre's products includes Storify, a real-time social news aggregator that Livefyre acquired three years ago.
Two years ago, in a swift scoop-up of startups, a number of major tech companies in the cloud-marketing sector acquired smaller and younger players.
"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," Jordan Kretchmer, CEO and founder of Livefyre, said in a statement announcing the acquisition. "We are thrilled to join the Adobe family to give brands the ability to deliver a breadth of impactful, highly personalized digital experiences. The addition of Livefyre to Adobe Marketing Cloud will bring content capabilities to Adobe customers that are unparalleled in the industry."
Livefyre was founded in 2009, and its customers include CNN, Coca-Cola, Hallmark, Intel, National Geographic, Major League Baseball and Univision. Some of them also are already Adobe clients.