MMW has learned that Ensighten is acquiring TagMan, a 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.
Under the terms of the agreement, Ensighten acquired TagMan’s Tag Management, Marketing Data and Attribution platform.
The goal, we’re told, is 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,” a representative tells MMW.
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.
“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’S CEO.