Cloud marketing startup Ensighten has acquired British enterprise tag management firm TagMan to become at par with international rivals Adobe, Salesforce, and Oracle, according to Silicon Valley Business Journal. The value of the acquisition deal was not disclosed in the said report.
Digital Journal cited Ensighten founder Josh Manion saying of the deal: "The acquisition of TagMan accelerates Ensighten's growth on a global scale and represents our collective vision to redefine the marketing cloud. 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 transaction, Ensighten absorbed the Tag Management, Marketing Data, and Attribution platform of Tagman. The latter has already established a wide client base with 400 entities including Travelocity, Virgin America, and Marriott, the report detailed.
According to Silicon Valley Business Journal, Ensighten will expand from having 120 to 150 employees through the purchase. Just this year, the company secured $40 million in a funding round led by Insight Venture Partners, the report added.
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