Adobe swallowed a startup Livefyre to track user content on social networks

Adobe recently announced a takeover by Livefyre, which was also reported by the startup’s management on Tuesday. Livefyre is based on the technology of managing comments on websites, and a startup is engaged in marketing for major brands focused on user-generated content on social networks such as Facebook, Twitter, YouTube and others.

Livefyre allows large brands to track any comments that contain references to brands or are suitable for marketing campaigns. Subsequently, these comments can be used in advertising in various social platforms, in mailing lists, or even on television.
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For Adobe, which is similarly involved in marketing major brands, this deal may allow Livefyre to take advantage of brands like Comcast. Only now directly for their sites, as well as applications for mobile devices.

“The need for content continues to grow and this platform will allow us to provide content in an effective and profitable way,” said Adobe Vice President for Business Asim Chandra to Re / Code.

After the acquisition of Livefyre, none of the project services will be closed since the launch in 2013, as confirmed by Livefyre CEO Jordan Kretchmer. After the takeover, each of the Livefyre products will be integrated into the existing Adobe marketing tools, and the startup will face a slight restructuring.

Given the restructuring, some Livefyre employees will have to leave the company, but most of them will remain after the completion of the transaction. Companies plan to complete the transaction in the next few months.