How will Adobes $1.8 billion acquisition of Omniture change the advertising industry?
James: Today, you have many manual ways to track online advertisements, but Adobe products could automate the process. It’s one thing that continues to challenge marketers that we can now make easier. You have Flash ads and Flash applications on Web sites. Go to Nike.com and you will see that pretty much everything is designed and built in Flash. Mobile applications have built-in Flash. People use Dreamweaver to make Web sites. Nearly every company uses Photoshop. Integrating Omniture technology into Adobe applications means you can drop tags into projects created in applications, such as Flash, Dreamweaver and Photoshop. Today, customers call us to walk them through setting up and tagging pages. We hope they tag all the pages on the Web site, but that’s one of the challenges. We hope in the future you can just push a button and know the tags are already there. Perhaps you might have a feature in Adobe’s products to automatically create the tags as you build the Web site or the adverti
