Ensighten Buys Anametrix Amid Consolidation in Digital Marketing | Xconomy
Summary
In an interview yesterday, Ensighten founder and CEO Josh Manion declined to disclose terms of the deal. Dentsu Aegis, a global media and digital marketing company based in London, did not disclose the financial terms of its deal, either. Manion says Ensighten’s competition ranges from goliaths like Adobe and Oracle, which have developed comprehensive digital marketing capabilities, to mid-size rivals like San Diego-based Tealium and Chicago’s Signal, which was previously known as BrightTag until June, a few months after BrightTag acquired its crosstown Chicago rival—the digital-marketing software developer Signal. In March, Enlighten acquired London-based TagMan, another tag management rival with more than 400 customers, including Virgin America, Travelocity, Marriott, and DirecTV. As he puts it, “Anametrix gives us new capabilities to visualize data, and apply predictive algorithms and modeling capabilities.” Ensighten’s customers include such global brands as Microsoft, Capital One, United Airlines, T-Mobile, and Walmart, and with Anametrix’ capabilities, Manion says marketers will be getting richer data and analytics, enabling them to optimize their marketing mix and spending.
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