Omniture has diversified quite a bit in the last few years and has a decent suite of solutions for a full range of business / content optimization problems. I

Omniture has diversified quite a bit in the last few years and has a decent suite of solutions for a full range of business / content optimization problems. I think this, combined with Omniture's appeal to large corporations who understand that web analytics done properly is more than just throwing a ga.js tag on your page, was one of the major motivating factors for Adobe. Adobe is primarily about creating a consistent user experience across multiple channels. Large content production teams driven primarily by creative energies still struggle with using data-driven optimization, but this is going to be a competitive differentiator for teams that can do it well. This move helps Adobe adapt to this new game with arguably the strongest analytics data provider in the market.