Adobe acquires Satellite – what next?
The Twitterverse was buzzing this morning about Adobe acquiring Satellite from SearchDiscovery, and while neither side has yet to make a public announcement, I have gotten confirmation of the big news. Suddenly, my post from a few days ago feels a bit dated! Time will tell how large the ripple effect from this acquisition turns out to be, but it definitely has the potential to shake up a young, dynamic market. I haven’t had as much experience using Satellite as I’d like, but I expect that to change quickly. I’m really intrigued by this move, because I feel like both companies bring exactly what the other needs:
- Adobe provides tag management at the best possible price (free to clients) but has struggled to gain much traction with its own tag manager, largely due to the heavy focus on Adobe technology.
- Satellite has a fresh UI and a really innovating approach to tagging – but so far, heavily funded start-ups like BrightTag, Ensighten, and Tealium have been playing with a bit of an advantage. This move can really help Satellite expand its reach.
Clearly with this acquisition the team at Satellite will greatly benefit from Adobe’s position with the enterprise. Adobe now has a unique opportunity to take Satellite’s core offering and add real value to it. And it definitely fits with Adobe’s strategy of acquiring smaller, up-and-coming firms (Neolane is the most recent example) and give them a bit of extra “juice” to take that next step.
Congrats to both companies! I look forward to seeing your growth together, and also to see where this takes the rest of the industry.
