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September 07, 2007

Omniture at it again

That is one acquisitive company.

gobblegarfOffermatica is a great fit in the Omniture range of services. It's been well-known for some time in the industry that despite its strengths, Touch Clarity's technology wasn't going to give Omniture the full range of testing & optimization capabilities they needed. I had thought that perhaps the Omniture board were starting to feel distinctly sated with all their recent acquisitions and might balk at another. But they clearly have bigger bellies than I gave them credit for.

There's a rule of thumb that says as markets mature, they tend to shake out into three major players, with other players either being squeezed out or having to survive round the edges as niche players (the so-callled "Rule of Three"). Omniture is clearly emerging as a major force in this market and are unlikely to go anywhere; so this afternoon's parlor game is: who will the other two be? Your thoughts in the comments, please.

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