Interested in learning what's next for the gaming industry? Join gaming executives to discuss emerging parts of the industry this October at GamesBeat Summit Next. Register today.


(Reuters) — Adobe Systems, the maker of image-editing software Photoshop, is in negotiations to buy Marketo, a privately held cloud-based marketing software company, according to people familiar with the matter.

The deal would boost Adobe’s cloud-based software offerings as it takes on larger peers Microsoft and Oracle. Marketo offers business-to-business marketing applications that would complement Adobe’s marketing business.

Private equity firm Vista Equity Partners Management took Marketo private two years ago for $1.8 billion. Adobe is expected to pay significantly more than that should a deal be reached, the sources said, though the exact amount being considered could not be established.

There is, however, no certainty the talks between Adobe and Vista Equity will lead to a deal, the sources cautioned, asking not to be identified because the matter is confidential.

Event

MetaBeat 2022

MetaBeat will bring together thought leaders to give guidance on how metaverse technology will transform the way all industries communicate and do business on October 4 in San Francisco, CA.

Register Here

Adobe and Vista Equity declined to comment, while Marketo did not immediately respond to a request for comment.

Adobe, which has a market capitalization of $130 billion, has topped analysts’ profit and revenue estimates for the past eight quarters, driven by strength in its digital media business, which houses its flagship product Creative Cloud.

The San Jose, California-based company has been actively exploring possible acquisitions. In May, it agreed to buy e-commerce services provider Magento Commerce from private equity firm Permira for $1.68 billion, in a move to bolster its Experience Cloud business.

Marketo was started in 2006 as an email marketing service and is based in San Mateo, California. Last year, it generated revenue of approximately $321 million, according to credit ratings agency Moody’s Investors Service Inc.

(Reporting by Liana B. Baker in New York; Editing by Himani Sarkar and Emelia Sithole-Matarise)

VentureBeat's mission is to be a digital town square for technical decision-makers to gain knowledge about transformative enterprise technology and transact. Learn more about membership.