Ensighten, the fastest-growing enterprise data and tag management provider and company behind the Agile Marketing Platform, today announced it acquired TagMan, the pioneer tag management and attribution company. On the heels of a recent Series B fundraising of $40 million, the acquisition of TagMan, headquartered in London, establishes Ensighten as the clear market share leader by expanding its global customer base, which now represents companies generating over $1.9 trillion in revenue.
The acquisition takes place as digital marketers race to leverage enterprise data and tag management platforms to collect, own and act on their customer interactions across every digital touchpoint.
“The acquisition of TagMan accelerates Ensighten’s growth on a global scale and represents our collective vision to redefine the marketing cloud,” said Josh Manion, Ensighten founder and CEO. “Anytime the top two players in a market unite the playing field dramatically shifts. We are very excited to deliver one-to-one marketing capabilities for the mutual benefits of our customers and partners worldwide.”
Under the terms of the agreement, Ensighten acquired TagMan’s Tag Management, Marketing Data and Attribution platform to help accelerate the next generation of open platform marketing solutions. TagMan has a robust customer base of more than 400 leading brands, including Virgin America, Travelocity, John Lewis, Marriott and DirecTV. TagMan customers will not need to make changes as a result of the acquisition, and will now have the added power of the Ensighten Agile Marketing Platform available to them.
The new combined entity provides a strategic platform for digital marketers to leverage the foundation of tag management to unlock the full potential of their data. Ensighten leverages an open, patented hybrid-tagging architecture for its Agile Marketing Platform. This solves performance challenges, and enables marketers to leverage and easily switch among best-of-breed, third-party vendors. In contrast, other major cloud marketing platforms, such as Adobe, Oracle and Salesforce have closed platforms, which limit marketers’ choices.
Ensighten also enables brands to collect, own and act on data from everywhere – on-site, off-site and offline – so that digital marketers can provide personalized web experiences in real-time to consumers on any device or marketing channel. Ensighten’s technology is uniquely architected to help digital marketers have a unified view of consumers as they move across devices.
“As the first Tag Management System in the market, TagMan significantly expanded capabilities for digital marketers at the cusp of the Big Data age,” said Wolfgang Allisat, global Chief Revenue Officer of TagMan, who will now serve as Senior Vice President for International at Ensighten. “By merging with Ensighten, we will continue executing on that vision with robust, innovative technology that further redefines the marketing cloud and provides marketers with the next generation of open platform marketing solutions.”
In February 2014, Ensighten launched Activate, a new product family that further boosts marketing agility and delivers revolutionary one-to-one marketing across all channels and devices. Activate was unveiled during Agility 2014, Ensighten’s annual user conference held in San Francisco and attended by over 350 global customers and partners.
Ensighten, the global leader in omni-channel data and tag management, is changing the face of digital marketing by transforming the way enterprises collect, own and act on their customer data across all marketing channels and devices. The Ensighten Agile Marketing Platform (AMP) enables enterprises to achieve true one-to-one marketing, while accelerating the execution and optimization of their marketing initiatives and delivering superior user experiences. Powered by its unique hybrid-tagging technology, the Ensighten platform processes tag requests from over 150 countries for companies generating over $1.9 trillion in revenue.
The world’s leading brands (Microsoft, Capital One, United Airlines, T-Mobile and Walmart) achieve marketing agility by implementing Ensighten’s single line of code. Ensighten is headquartered in Cupertino, CA, and is funded by leading investors, including Insight Venture Partners, Volition Capital, LeadEdge Capital and FLOODGATE. Visit us to learn more at www.ensighten.com, and join the conversation on LinkedIn linkedin.com/company/ensighten and Twitter @ensighten.
TagMan is the pioneering global Tag Management System, Marketing Data and Marketing Attribution provider. Since 2007, digital marketers have relied on TagMan to improve website performance and harness third party vendor tags. TagMan’s industry-first Marketing Data Platform (MDP) provides access to TagMan’s marketing data layer collected in real-time and unified by tags to reveal the true impact of advertising spend and drive revenue.
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