Adobe made an announcement that is going to buy LiveFyre, which is a company that helps brands get a hold of user created content in order to create networks and interactive campaigns. Adobe hopes that this acquisition will give their customers access to videos, photos and tweets to use in creative campaigns, which could be visual ads, social media campaigns, e-mail marketing or TV commercials.
Once the acquisition is finished, LiveFyre, which was founded in 2009, will become a part of the Adobe Experience Manager, the company’s marketing platform that is integrated with the Adobe Marketing Cloud. It’s an interesting acquisition because Adobe was actually one of the funders in their Series D round of funding which raised the company $47 million.
LiveFyre is actually the company that manages the comments on a lot of popular websites such as CNN, Huffington Post Live and CNET. Aseem Chandra, vice president of Adobe Experience Manager said that “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.” It’s not completely clear how all of these services are going to work together but it seems that it could be a potent combination.
Some critics are worried that the merger is going to monetize peoples’ comments, which some fear would cheapen commenting systems and make them another product of capitalist endeavors. The most important thing about this endeavor is that now all of your time that you have spent in what you thought was pointless internet conversations might actually be worth something to brands who use Adobe’s systems for marketing.
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