Omniture

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Omniture was a Utah-based online marketing and web analytics company founded in 1996 by Josh James and John Pestana. It began as SuperStats, a real-time analytics SaaS for small and mid-sized businesses, and became Omniture in 2002. The firm grew quickly, went public in 2006 (ticker OMTR), and attracted venture backing from Hummer Winblad, the University Venture Fund, and Scale Venture Partners.

Omniture expanded by acquiring several companies: Touch Clarity in 2007 for about $51.5 million; Visual Sciences (WebSideStory) for roughly $394 million; Offermatica for $65 million; and the site search and merchandising assets of Mercado for about $6.5 million.

In September 2009, Adobe Systems agreed to buy Omniture for about $1.8 billion; the deal closed in October 2009. Omniture became part of Adobe’s Digital Marketing Unit, and by 2012 the Omniture name was retired as its products were folded into the Adobe Marketing Cloud. The company was based in Utah and at one time employed over 1,000 people. It used a tracking domain called 2o7.net, which some critics noted could resemble an IP address. Apple, Amazon, and Adobe used Omniture to collect usage statistics across their products, and users could opt out of tracking.