In a strategic move to bolster its digital marketing capabilities, Adobe Inc. has announced its agreement to acquire Semrush, a leading digital marketing analytics firm, for $1.9 billion in an all-cash transaction.

The acquisition, revealed on November 19, 2025, marks a significant expansion of Adobe’s portfolio, integrating Semrush’s comprehensive suite of SEO, content marketing, and digital advertising tools with Adobe’s existing products.

Semrush, known for its data-driven insights into search engine optimization (SEO), digital advertising, and competitive analysis, will enhance Adobe’s offerings in the rapidly growing digital marketing and analytics space.

The deal is expected to close in the first quarter of 2026, pending regulatory approval.

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Adobe’s move highlights its continued focus on enhancing its cloud-based software and services in the digital marketing sector, positioning itself for continued growth in the evolving global market.