News Byte: Ensighten Aquires TagMan and Expands Global Footprint

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News Byte: Ensighten Aquires TagMan and Expands Global Footprint
News Byte: Ensighten Aquires TagMan and Expands Global Footprint

Ensighten announced today its acquisition of rival TagMan, a tag management and attribution company whose tools are designed to enable marketers to track, analyze, and report data from different platforms. The acquisition expands Ensighten's global customer base. TagMan is based in London and serves more than 400 brands, including Virgin America, Travelocity, Marriott, and DirecTV. Leaders at Ensighten say the move will allow the data management company to compete directly with Adobe's marketing cloud services.

With this acquisition, Ensighten attained TagMan's Tag Management, Marketing Data and Attribution platform. The acquisition is prompting reaction from competitors such as Tealium, a contending provider of tag management. “We've seen a flurry of acquisitions and an influx of funding over the last two years,” said Tealium CMO Tracy Hansen in a prepared statement. “Marketers have embraced tag management not only as way to boost agility and performance, but also as a unique approach for solving their Big Data challenges…”

Ensighten says the combined services from the acquisition enables marketers to collect, own, and take action on data that's onsite, off-site and offline. The company says the technology is designed to allow marketers to easily switch among third-party vendors. “The acquisition of TagMan accelerates Ensighten's growth on a global scale and represents our collective vision to redefine the marketing cloud,” said Ensighten CEO, Josh Manion, in the official press release.

Ensighten recently closed $40 million in a Series B funding round, announced in January. Led by Insight Venture Partners, the total capital raised comes to $55.5 million.

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