Adobe acquires content curation platform

Adobe has entered into a definitive agreement to acquire privately held Livefyre, a content curation and audience engagement company.The Livefyre platform gives brands and publishers 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. Livefyre will be part of Adobe Experience Manager and integrated across Adobe Marketing Cloud to make user generated content available across all eight digital marketing solutions.With the planned integration of Livefyre into Adobe Experience Manager, customers will be able to collect, curate and publish user generated content from major social networks into digital experiences across a brand’s owned marketing channels.The acquisition is subject to certain closing conditions and expected to close within the next months. Terms were not disclosed.Livefyre customers, many of which are joint customers, include CNN, The Coca-Cola Company, Cox Media Group, Dow Jones Wall Street Journal, Hallmark, Huff Post Live, Intel, Kimberly-Clark, Major League Baseball, Mashable, National Geographic, News Corp, the PGA Tour, Sears, Tourism Australia, Univision, Warner Music Group and others.“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,”  Aseem Chandra, vice president, Adobe Experience Manager and Adobe Target said.“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.”