"Adobe is acquiring the digital marketing platform Semrush for around $1.9 billion. In a press release on Wednesday, Adobe says the deal will allow it and Semrush to give marketers insight into how their brands appear across the web. The acquisition builds on Adobe's existing suite of marketing tools that help businesses manage digital campaigns and analyze web traffic. Adobe has begun incorporating AI into its marketing platform as well, as it now allows brands to generate ads using the technology."
"In addition to taking advantage of Semrush's search engine optimization (SEO) capabilities, Adobe plans on incorporating the company's tools that help brands appear inside AI-generated search results or responses. In 2023, Adobe dropped its $20 billion deal to acquire the collaborative design platform Figma after facing pressure from regulators in the UK and the European Union. Adobe's deal to acquire Semrush is expected to close in the first half of 2026. It's still subject to the approval of regulators, as well as Semrush stockholders."
Adobe will acquire Semrush for about $1.9 billion to combine Semrush's digital marketing and SEO capabilities with Adobe's marketing tools. The integration will provide marketers with insights into brand appearances across the web and support management of digital campaigns and web traffic analysis. Adobe is adding AI features to its marketing platform, enabling brands to generate ads and explore AI-driven campaign brainstorming. Adobe intends to incorporate Semrush tools to help brands appear in AI-generated search results and responses. The deal is expected to close in the first half of 2026 and requires regulatory and shareholder approval.
Read at The Verge
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