Adobe Systems Incorporated has completely acquired Paris-based Neolane for $600 million. Formerly backed by Auriga Partners, XAnge Private Equity, and Battery Ventures, Neolane focuses on integrating marketing data derived from both online and offline sources. Their platform allows marketers to give more consistent and personalized campaigns to their target audience and consequently, better ROI.

In a press release, Adobe's Digital Marketing business senior vice president and general manager Brad Rencher said that the acquisition of Neolane extends "Adobe's lead in digital marketing... Bringing critical cross-channel campaign management capabilities to the Adobe Marketing Cloud. What's most exciting is the enthusiasm we've heard from marketers who have been asking for a comprehensive solution that makes their day-to-day work easier and more effective." Adobe intends to meet all the needs of digital marketers with their Adobe Marketing Cloud. Neolane is the sixth solution of the company's, which has already existing offerings consisting of Analytics, Target, Social, Experience Manager and Media Optimizer.