Adobe announced a definitive agreement to acquire Livefyre, a content curation and audience engagement company, for an undisclosed sum. With the integration, Adobe customers will be able to collect, curate and publish user-generated content from social networks for use in digital experiences across a brand’s marketing channels.
Livefyre will be part of Adobe Experience Manager and integrated across Adobe Marketing Cloud. The integration will give brands instant access to billions of pieces of user generated content that can be streamed in real-time right to their sites, ads, emails, TV, digital billboards and apps. The partnership will increase opportunities for marketers to further drive customer engagement and conversion.
“As the leader in digital experiences, Adobe helps brands create amazing content with Creative Cloud and then deliver and optimize those experiences using Adobe Marketing Cloud,” said Aseem Chandra, VP of Adobe Experience Manager and Adobe Target, in a statement. “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.”