By
Rick Aristotle Munarriz
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March 6, 2008
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You can't keep Omniture (Nasdaq: OMTR ) from seeing the world.
The provider of online optimization tools struck a deal with Baidu.com (Nasdaq: BIDU ) -- China's leading search engine -- to improve the advertiser experience in reaching out to China's fast-growing Web audience.
It's a win-win deal. Baidu's advertiser base has been growing, with its typical sponsor spending more and more with every passing quarter. Turning to Omniture to enhance its ad platform's effectiveness can only help.
With Google (Nasdaq: GOOG ) still a distant second in China, it's great to see Baidu avoid the cockiness trap. Even after another blowout quarter, China's dot-com darling has the good sense to make a good thing even better.
Omniture may have even more to gain, because global diversification will come in handy if stateside weakness continues. Sure, Omniture's clients include companies like Microsoft (Nasdaq: MSFT ) , Time Warner's (Nasdaq: TWX ) AOL, and eBay (Nasdaq: EBAY ) , which have strong presences worldwide, but Baidu.com is all about China (and now, to a lesser extent, Japan).
OK, so neither company really needs each other at this point. If you think that Baidu is on a growth tear, Wall Street is looking for revenue and profits to more than double for Omniture in 2008.
Growth attracts growth. Quality attracts quality.
It's the way it should be.
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