Adobe Experience Cloud is a comprehensive suite that encompasses analytics, social, advertising, media optimization, targeting, web experience management, journey orchestration, and content management services, hosted on Microsoft Azure.

On September 15, 2009, Adobe Systems announced its intention to purchase Omniture, Inc., a company specializing in online marketing and web analytics based in Orem, Utah.

Post-acquisition, Omniture's offerings were progressively integrated into what is now known as Adobe's Digital Marketing Business Unit, alongside other acquisitions such as Day Software and Efficient Frontier.

Introduced in 2018, Adobe Launch represents the next evolution in tag management systems developed by the company.

Later that same year, on September 20, Adobe proceeded to acquire Marketo,[7] a marketing automation company.