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Omniture is an
online marketing Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising which uses the Internet to promote products and services to audiences and platform users. ...
and
web analytics Web analytics is the measurement, data collection, collection, analysis, and reporting of web Data (computing), data to understand and optimize web usage. Web analytics is not just a process for measuring web traffic but can be used as a tool fo ...
business unit in
Orem, Utah Orem is a city in Utah County, Utah, United States, in the northern part of the state. It is adjacent to Provo, Lindon, and Vineyard and is approximately south of Salt Lake City. Orem is one of the principal cities of the Provo-Orem, Utah Me ...
. It was acquired by
Adobe Systems Adobe Inc. ( ), originally called Adobe Systems Incorporated, is an American multinational computer software company incorporated in Delaware and headquartered in San Jose, California. It has historically specialized in software for the crea ...
in 2009. Until 2011, Omniture operated as a business unit within Adobe as the "Omniture Business Unit", but as of 2012 Adobe began retiring the Omniture name as former Omniture products were integrated into the
Adobe Marketing Cloud Adobe Experience Cloud (AEC), formerly Adobe Marketing Cloud (AMC), is a collection of integrated online marketing and web analytics products by Adobe Inc. History Adobe Experience Cloud includes a set of analytics, social, advertising, media ...
.


History

Prior to the development of Omniture,
Josh James Josh James is an American entrepreneur, founder and former CEO of Domo, a software-as-a-service (SaaS) company. He also previously co-founded and served as CEO of Omniture, a web analytics company. Career James attended Brigham Young Univers ...
and John Pestana with Jeremy Young (founder of Uberplay) to develop Omniture's predecessor, SuperStats. SuperStats was developed as a
software as a service Software as a service (SaaS ) is a software licensing and delivery model in which software is licensed on a subscription basis and is centrally hosted. SaaS is also known as "on-demand software" and Web-based/Web-hosted software. SaaS is con ...
(SaaS), which worked as an analytic software for small and medium-sized businesses to track statistics in real time. Jeremy Young eventually sold his portion of the interest back to his partners in order to focus on the development of his other businesses.
Josh James Josh James is an American entrepreneur, founder and former CEO of Domo, a software-as-a-service (SaaS) company. He also previously co-founded and served as CEO of Omniture, a web analytics company. Career James attended Brigham Young Univers ...
and John Pestana sold the small business and consumer sectors to Network Solutions in order to focus on enterprise level software, which lead to the development of Omniture in 2002. Omniture was founded by
Josh James Josh James is an American entrepreneur, founder and former CEO of Domo, a software-as-a-service (SaaS) company. He also previously co-founded and served as CEO of Omniture, a web analytics company. Career James attended Brigham Young Univers ...
and John Pestana, and was backed by
venture capital Venture capital (often abbreviated as VC) is a form of private equity financing that is provided by venture capital firms or funds to startups, early-stage, and emerging companies that have been deemed to have high growth potential or which ha ...
ists including
Hummer Winblad Venture Partners Hummer Winblad Venture Partners is an American software and web focused venture capital firm based in San Francisco, California. Its founders include John Hummer and Ann Winblad. The firm was an early investor in Napster, the first popular file ...
, University Venture Fund, and Scale Venture Partners. During a period of rapid growth, the company was one of ''Inc.'' Magazine's 500 fastest-growing private companies. Omniture was listed on the
NASDAQ The Nasdaq Stock Market () (National Association of Securities Dealers Automated Quotations Stock Market) is an American stock exchange based in New York City. It is the most active stock trading venue in the US by volume, and ranked second ...
with OMTR as its
ticker symbol A ticker symbol or stock symbol is an abbreviation used to uniquely identify publicly traded shares of a particular stock on a particular stock market. In short, ticker symbols are arrangements of symbols or characters (generally Latin letters ...
in 2006. Omniture bought
behavioral targeting Targeted advertising is a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting. These traits can either be demographic with a focus ...
company Touch Clarity for $51.5 million in 2007. In late 2007 the company acquired
web analytics Web analytics is the measurement, data collection, collection, analysis, and reporting of web Data (computing), data to understand and optimize web usage. Web analytics is not just a process for measuring web traffic but can be used as a tool fo ...
company Visual Sciences, Inc. (formerly
WebSideStory WebSideStory, Inc. (later Visual Sciences), was founded by Blaise Barrelet in 1996 as web analytics tool and link directory; its products were Hitbox and HBX. The company went public on September 28, 2004 (NASDAQ: WSSI). In 2006, WebSideStory acq ...
) for $394 million, and also purchased Offermatica for $65 million. In September 2008 it agreed to acquire the site search and merchandising aspects of
Israel Israel (; he, יִשְׂרָאֵל, ; ar, إِسْرَائِيل, ), officially the State of Israel ( he, מְדִינַת יִשְׂרָאֵל, label=none, translit=Medīnat Yīsrāʾēl; ), is a country in Western Asia. It is situated ...
i
e-commerce E-commerce (electronic commerce) is the activity of electronically buying or selling of products on online services or over the Internet. E-commerce draws on technologies such as mobile commerce, electronic funds transfer, supply chain manageme ...
search solution provider Mercado for $6.5 million. On September 15, 2009, Omniture, Inc. and Adobe Systems announced that Adobe would be acquiring Omniture for $1.8 billion. The deal was completed on October 23, 2009, and is now joined by other Adobe acquisitions such as
Day Software Adobe Inc. ( ), originally called Adobe Systems Incorporated, is an American multinational computer software company incorporated in Delaware and headquartered in San Jose, California. It has historically specialized in software for the crea ...
and Efficient Frontier, as the main components of Adobe's Digital Marketing Business Unit. In 2009, John Pestana went on to co-found ObservePoint with Rob Seolas. Adobe vacated the former Omniture offices in
Orem, Utah Orem is a city in Utah County, Utah, United States, in the northern part of the state. It is adjacent to Provo, Lindon, and Vineyard and is approximately south of Salt Lake City. Orem is one of the principal cities of the Provo-Orem, Utah Me ...
in November 2012, moving a large portion of its Digital Marketing Business Unit to a new facility in
Lehi, Utah Lehi ( ) is a city in Utah County, Utah, United States. It is named after Lehi, a prophet in the Book of Mormon. The population was 75,907 at the 2020 census, up from 47,407 in 2010. The rapid growth in Lehi is due, in part, to the rapid develo ...
. It is used in web analytics mainly for analyzing the data.


Criticism

Omniture has been accused of using
domain name A domain name is a string that identifies a realm of administrative autonomy, authority or control within the Internet. Domain names are often used to identify services provided through the Internet, such as websites, email services and more. As ...
s that resemble
local network A local area network (LAN) is a computer network that interconnects computers within a limited area such as a residence, school, laboratory, university campus or office building. By contrast, a wide area network (WAN) not only covers a larger ...
IP address An Internet Protocol address (IP address) is a numerical label such as that is connected to a computer network that uses the Internet Protocol for communication.. Updated by . An IP address serves two main functions: network interface ident ...
es (such as 192.168.112.2O7.net, which contains a capital "O", not a zero) in order to hide their involvement in data mining. This has led to speculation that the domain name is used to mischievously or criminally trick users or firewall rules. Omniture's SiteCatalyst and SearchCenter products use the 2o7.net domain name. Omniture collects data from
Apple An apple is an edible fruit produced by an apple tree (''Malus domestica''). Apple fruit tree, trees are agriculture, cultivated worldwide and are the most widely grown species in the genus ''Malus''. The tree originated in Central Asia, wh ...
,
Amazon Amazon most often refers to: * Amazons, a tribe of female warriors in Greek mythology * Amazon rainforest, a rainforest covering most of the Amazon basin * Amazon River, in South America * Amazon (company), an American multinational technology c ...
and
Adobe Adobe ( ; ) is a building material made from earth and organic materials. is Spanish for ''mudbrick''. In some English-speaking regions of Spanish heritage, such as the Southwestern United States, the term is used to refer to any kind of e ...
, who use Omniture to collect usage statistics across their products. It is possible to opt out of the Omniture data-collection system, and to block the tracking.


See also

*
Web.com Web.com Group Inc. was an American company headquartered in Jacksonville, Florida that provides domain name registration and web development services. Established in 1999 by Darin Brannan, the company was known as Website Pros Inc. until early ...
*
web analytics Web analytics is the measurement, data collection, collection, analysis, and reporting of web Data (computing), data to understand and optimize web usage. Web analytics is not just a process for measuring web traffic but can be used as a tool fo ...
*
WebSideStory WebSideStory, Inc. (later Visual Sciences), was founded by Blaise Barrelet in 1996 as web analytics tool and link directory; its products were Hitbox and HBX. The company went public on September 28, 2004 (NASDAQ: WSSI). In 2006, WebSideStory acq ...
*
software as a service Software as a service (SaaS ) is a software licensing and delivery model in which software is licensed on a subscription basis and is centrally hosted. SaaS is also known as "on-demand software" and Web-based/Web-hosted software. SaaS is con ...
(SaaS) *
e-commerce E-commerce (electronic commerce) is the activity of electronically buying or selling of products on online services or over the Internet. E-commerce draws on technologies such as mobile commerce, electronic funds transfer, supply chain manageme ...
*
Adobe Adobe ( ; ) is a building material made from earth and organic materials. is Spanish for ''mudbrick''. In some English-speaking regions of Spanish heritage, such as the Southwestern United States, the term is used to refer to any kind of e ...


References


inc.com article
about Josh James, Founder, and John Pestana, Co-founder.


External links



- new official site {{Adobe Inc. Adobe Inc. Adobe software Companies based in Orem, Utah Defunct online companies of the United States 1996 establishments in Utah