Adobe has reached an agreement to acquire the marketing platform Semrush, in a cash transaction of 1.9 billion dollars, aimed at enhancing its tools for marketers.

Semrush's shares have risen by over 70% after the announcement, while Adobe's shares have decreased by approximately 2%. Adobe will pay $12 per share, and the transaction will be finalized in the first half of 2026. Semrush, which offers search engine optimization tools, has major clients such as Amazon and TikTok.

Anil Chakravarthy, president of Adobe's digital experience division, emphasized the importance of Semrush's technology in increasing brand visibility in a marketing landscape influenced by AI. Although Adobe has consistently expanded its portfolio of AI tools, its shares experienced a significant decline in 2025, while Semrush stagnated. This is Adobe's second major acquisition attempt, following the abandoned $20 billion offer for Figma in 2023.