Adobe to Buy Content Curator Livefyre

Marketing data giant Adobe is to acquire San Francisco and New York-based social media marketing firm Livefyre, which manages comments sections on blogs and news sites, and helps marketers curate content and discussions on the web. Terms of the deal have not been disclosed.

The Livefyre platform gives brands and publishers access to billions of pieces of user generated content that can be streamed in real-time to their sites, ads, e-mails, TV, digital billboards and apps. Through the planned integration of Livefyre into content management solution Adobe Experience Manager, clients will be able to collect, curate and publish user generated content from major social networks into digital offerings across their marketing channels. Last year, Adobe and Salesforce joined investors in Livefyre, as part of a $47m injection of funding. Aseem Chandra, VP, Adobe Experience Manager, says the acquisition will allow customers to unify the 'best social media content' with branded experiences created in Adobe Creative Cloud.

Livefyre CEO Jordan Kretchmer (pictured) comments: '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. We are thrilled to join the Adobe family, and the addition of Livefyre to Adobe Marketing Cloud will bring content capabilities to Adobe customers that are unparalleled in the industry'.

Web sites: www.adobe.com and www.livefyre.com .