Adobe Systems agreed on Thursday to buy Neolane, a digital marketing services provider, for about $600 million, as more companies look for ways to add social media advertising to their offerings.
Neolane, which is privately held, specializes in providing a platform through which companies can manage and automate their marketing across the Web, social media and mobile. Adobe plans to fold it into its marketing cloud division, which already offers services like analysis.
Other companies have made big moves into the space. Earlier this month, Salesforce.com agreed to buy ExactTarget for $2.5 billion, paying a 53 percent premium for the digital marketing firm.
Adobe itself has struck anumber of deals for marketing-related companies, including Omniture, Day Software and Efficient Frontier.
The deal is expected to close in July.
