Omniture to snap up Touch Clarity

Deal will add behavioural targeting to Omniture's portfolio

Online business optimisation vendor Omniture has announced it will acquire behavioural targeting specialist Touch Clarity in a deal that will expand the former's platform and move the firm into a burgeoning area of online marketing.

Touch Clarity's on-demand technology utilises real-time predictive modelling, data mining and machine learning to enable sites to display personalised advertising based on what sites the user has previously visited, according to Omniture's European vice-president of marketing Neil Morgan.

"It’s a strategic acquisition that gives us another addressable market with the same buyers – the online IT marketing person," he explained. "This is something people are just getting into now, and they had capabilities years ahead of the competition."

Touch Clarity is already integrated into the Omniture web analytics product Site Catalyst through the firm's Genesis integration hub, he added.

"What's happening in this space is analogous to the ERP market 10 years ago [in terms of acquisitions]," he said. "Online this market has not come together yet but this is the beginning and we’re likely to see more of the same in the future."