Adobe Systems is set to splash out $1.8bn on web analytics firm Omniture, in a move which could help developers create more highly optimised web content.

Adobe announced yesterday that it will pay $21.50 per share in cash for Omniture, representing the firm’s second largest acquisition since paying $3.4bn for Macromedia in 2005.

Shantanu Narayen, president and chief executive at Adobe, expressed that Omniture’s web measurement and optimisation capabilities will enable Adobe to increase the value it offers to customers.

Content creation tools could be offered with web optimisation capabilities built-in, for example, enabling e-commerce firms and publishers to improve return on investment and enhance the user experience.

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