Another independent CDP is absorbed by a digital experience platform.
Composable digital experience platform Contentstack announced the acquisition of Lytics, the real-time CDP founded in 2013. Contentstack’s primary current offering is its headless CMS. Lytics’ first-party data management capabilities are expected to supplement the existing Contentstack Personalize.
Capabilities Lytics will bring include:
- Real-time engagement data and audience insights for both known and unknown visitors to sites powered by Contentstack.
- Audience profile and segment creation.
- A data activation layer that enables users to understand customer data and promptly deploy it across engagement channels.
Why we care. For one thing, there goes another independent CDP. It’s just over a month since the long-established ActionIQ was acquired by Uniphore. However, the acquisition in this case by a DXP brings to mind older stories. In December 2019, Acquia acquired AgilOne. In March 2021, Optimizely acquired Zaius. In the same month, Sitecore acquired Boxever. The pattern was high-profile DXPs with CMS and other components filling out their platforms with customer data management. In each case they purchased an established CDP rather than building a solution inhouse.
It took Contentstack a little longer to join the party, but it was founded in 2018, making it considerably younger than Acquia, Sitecore and Optimizely.
A pioneer of the CDP space. Lytics co-founder and CEO James McDermott will now become Contentstack’s global head of data products. In a release, he said: “We have solved a major problem for brands — capturing, connecting and enriching first-party data and making it actionable. Ultimately, the vision is to turn data into meaningful digital experiences, but that requires access to content. With Contentstack, we’re now delivering on that vision.”
The combined companies will have around 500 employees and 500 customers.
The post Contentstack acquires CDP Lytics appeared first on MarTech.
About the author
Kim Davis is currently editor at large at MarTech. Born in London, but a New Yorker for almost three decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Shortly thereafter he joined Third Door Media as Editorial Director at MarTech.
Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.
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