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50m ago

Adobe to Acquire Semrush for $1.9 Billion to Boost AI Marketing Tools

The deal targets stronger AI-driven marketing by adding Semrush’s tools for tracking brand presence across search engines, generative AI platforms.

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Photo: Rubaitul Azad

Overview

  • Adobe and Semrush announced an all-cash agreement at $12 per share, valuing the SEO and digital marketing firm at about $1.9 billion.
  • The price reflects roughly a 77.5% premium to Semrush’s prior close, and the companies expect the transaction to close in the first half of next year pending regulatory and shareholder approvals.
  • Semrush shares surged more than 50% in premarket trading following the announcement, reflecting investor enthusiasm for the deal.
  • Semrush’s platform spans SEO, social-media research and digital advertising, with recent tools to measure visibility across large language models such as ChatGPT, Gemini and Perplexity; customers include TikTok and Amazon.
  • Adobe frames the acquisition as a way to expand its marketing and analytics portfolio, adding brand-visibility insights to Adobe Experience Cloud as it pursues clearer returns from AI investments.