Adobe Systems Inc. (ADBE) doesn't plan to use the pending acquisition of Omniture Inc. (OMTR) to move into generating revenue through online advertising, the company's chief executive said Thursday.

"Adobe will never be in the business of (serving) ads," Shantanu Narayen told attendees at the Web 2.0 summit in San Francisco.

Adobe recently agreed to acquire Utah-based Omniture, which focuses on measuring and analyzing Web traffic, for $1.8 billion. The deal brings creative software maker Adobe into this market for the first time in a significant way.

Narayen said, however, that he didn't envisage Adobe beginning to compete with the major players who make money by showing Internet advertising, such as Google Inc. (GOOG), Microsoft Corp. (MSFT), or Yahoo Inc. (YHOO).

"Our business model is about making sure we have [a] reliable environment across multiple operating systems and we'll monetize it through our tools and the services we offer," he said.

The Omniture acquisition is awaiting regulatory clearance.

Jessica Hodgson, Dow Jones Newswires; 415-439-6455; jessica.hodgson@dowjones.com
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