Digital media company Adobe have made a huge step in boosting its potential for advertising online and on social media with their acquisition of the performance marketing group Efficient Frontier.

Reported by AllFacebook, the deal will mean Adobe will venture into display advertising on Facebook with Efficient Frontier’s tools for optimizing bids on ads for achieving a better return on investment.

While the financial terms of the purchase wasn’t revealed, the deal brings together Adobe, one of the top companies for digital media creation with a Facebook advertising management platform. The deal will combine Efficient Frontier’s experience in search optimization to display advertising with a real time buidding system to increase ad performance on sites. Alongside social marketing, the company will also help out with search marketing, display marketing and multi-channel optimization.

In their press release announcing the deal, Adobe said that:

“The acquisition of Efficient Frontier will add multi-channel ad campaign forecasting, execution and optimization capabilities to Adobe’s existing Digital Marketing Suite. Along with the suite, Adobe’s digital marketing capabilities include an enterprise-class data management platform, a leading video ad management and monetization platform, and an enterprise content management system.”

Also included in this deal is to bring a social marketing engagement platform, which will offer customers tools and services to help them build, manage, monitor and measure their brand presence across social media. This will be combined with their analytics tool, Adobe Social Analytics, which ties social media to business results.