Supermetrics Buys Real-Time CDP Relay42 to Boost Analytics
▼ Summary
– Supermetrics, a marketing intelligence platform, acquired real-time CDP vendor Relay42 to enhance its data and personalization capabilities.
– The acquisition aims to create an end-to-end marketing intelligence platform combining data integration, analysis, and activation.
– Relay42’s CDP unifies customer data for dynamic audience targeting and personalized experiences across digital and offline channels.
– The combined platforms will offer integrated AI-powered workflows for automated data analysis and journey optimization.
– This acquisition follows a trend of CDP market consolidation, with similar acquisitions by Rokt, ContentStack, and Uniphore in recent months.
The marketing analytics landscape continues evolving as Supermetrics strengthens its position with the strategic purchase of real-time customer data platform Relay42. This move combines Supermetrics’ robust data integration capabilities with Relay42’s dynamic personalization technology, creating a powerful solution for marketers seeking unified customer insights.
Headquartered in Helsinki, Supermetrics has established itself as a leader in marketing intelligence, processing data tied to 15% of worldwide advertising expenditures since its 2013 launch. The acquisition aligns with the company’s goal to deliver comprehensive solutions that bridge data analysis, customer behavior tracking, and revenue attribution within a single platform.
Relay42 brings enterprise-grade CDP functionality to the partnership, specializing in unifying customer information across digital and physical touchpoints. Their technology powers personalized experiences through email, mobile apps, websites, and programmatic advertising for major brands including Air France and Levi’s.
Christiaan van der Waal, Relay42’s CEO, emphasized how joining forces expands their reach: “This partnership allows us to scale our real-time journey orchestration to a global audience while enhancing our platform with Supermetrics’ extensive data connections across ecommerce, CRM, and performance marketing channels.”
The combined entity will introduce AI-driven workflow automation to help clients optimize cross-channel campaigns and data activation. This development mirrors broader industry consolidation, following similar CDP acquisitions by Rokt, ContentStack, and Uniphore in recent months.
For marketing teams, the merger signals a shift toward integrated platforms that eliminate data silos between analytics and customer engagement tools. The enhanced offering promises to deliver smarter personalization at scale while simplifying the complex process of connecting insights to actionable campaigns.
(Source: MarTech)
