Adobe Systems and Marketo have kicked off acquisition talks in a bid by Adobe to compete with the offerings of rivals Microsoft and Oracle, according to Reuters. A deal for the marketing platform would likely represent a win for Vista Equity Partners, which took Marketo private in 2016 at a hefty premium of $35.25 per share, or about $1.8 billion.
The news comes on the heels of Adobe agreeing to buy Magento Commerce from Permira for about $1.7 billion in May. If Adobe and Vista come to terms, Adobe is expected to pay "significantly more" than $1.8 billion, again per Reuters, in a deal that would combine the Adobe Campaign cloud marketing platform with Marketo's suite of offerings. Assuming no other takeovers are completed in the meantime, an acquisition would become Adobe's 30th since the start of 2007, per the PitchBook Platform.