ADOTAS — Ensighten has acquiredTagMan, 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.
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.
“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 (pictured), 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.”
“As the first Tag Management System in the market, TagMan significantly expanded capabilities for digital marketers at the cusp of the Big Data age,” added 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.”
Tracy Hansen, CMO at rival Tealium, said the acquisition underscores the value of tag management within the digital marketing space.
“The tag management industry is growing and evolving at a furious pace as digital marketing continues to assume a much more strategic and influential role within the enterprise,” said Hansen. “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 and driving more profitable customer interactions across digital touch points. As a result, we’ve seen a flurry of acquisitions and an influx of funding over the last two years. Tealium’s plan is to remain laser-focused on innovation and helping our clients reach new levels of success.”