Adobe’s recent acquisition of Omniture hit many of us in the industry as a surprise. In fact, I would say it was met with puzzlement by quite a few.

Various analysts and commentators have weighed in and a picture is beginning to emerge that explains the $1.8B price tag and opens a world of possibilities.

With a nod to AdAge, Forrester and Covario haedone a wonderful job of indiviudally summarizing their analysis.

Here are my brief take-aways:

It’s a good thing for Adobe. It diversifies their revenue sources and provides predictable on-going income.

It potentially streamlines the complex creative tagging process and introduces operating efficiencies that will lead to more tagging. More tagging leads to more optimization along more sophisticated vectors including engagement.

It supports better SEO in flash moving forward and provides new site and page testing and optimization opportunities.

PDF usage will be tracked better.

Mobile page tracking will be less complicated.

Future ops will be built into the Adobe Suite with both creative potential and anlaytics accountability side by side. In general, I love the idea of bringing creative and analytics products and thinking together. We all should – isn’t that one of the key drivers of digital marketing?