Supermetrics, the leading Marketing Intelligence Platform, has announced the acquisition of Relay42, a leading, real-time Customer Data Platform, for an undisclosed amount.
Supermetrics has rapidly grown its Irish operations since opening its Dublin office in 2021, now employing 40 team members, including key leadership roles in sales & marketing, finance and HR and boasting Irish customers such as Glanbia, Kingspan and Permanent TSB. With this acquisition, it becomes the only Marketing Intelligence Platform to unify data integration, analysis and activation into a composable, marketer-friendly platform.
By combining Supermetrics’ powerful marketing intelligence capabilities with Relay42’s real-time personalisation technology, marketers can now connect insights with action more easily than ever. Together, the companies will deliver the industry’s first end-to-end marketing intelligence platform—one that connects data performance, customer behaviour, and revenue outcomes in a single, intelligent system.
According to Forrester, Marketers globally are set to continue increasing their spend in marketing technology at 13% annually over the coming years, with the segment expecting to reach $215bn in annual value by 2027. As part of Supermetrics’ strategy to broaden beyond its existing core data pipeline capabilities into agentic AI. customer data platform and analytics capabilities, it is positioned well to be able to realise considerable growth with this segment over the coming years.
“Supermetrics is the pioneer of the evolving Marketing Intelligence category, with more than 200,000 businesses already leveraging our technology,” said Anssi Rusi, CEO of Supermetrics. “We firmly believe that Marketing Intelligence can only truly deliver on its promise if it seamlessly combines data analysis with action. With this acquisition, we’re delivering on that promise, combining real-time data with AI decisioning and cross-channel optimisation. We’re creating a platform that empowers marketers to unify their marketing performance and 1st party customer data into a single view, and use it to dynamically engage customers with the right message at every touchpoint.”
Founded in 2011, Relay42’s enterprise-grade Customer Data Platform unifies customer data and enables audience building, targeting and personalised experiences across digital and offline channels, including email, web, apps, and programmatic advertising.
“We built Relay42 to help businesses turn siloed customer data into optimised customer journeys that drive business growth,” said Relay42 CEO Christiaan van der Waal. “Now, as part of Supermetrics, we can democratise the power of the Relay42 platform to the 1000s of businesses globally that already use Supermetrics, and augment Relay42 with Supermetrics’ rich set of data integrations spanning performance marketing, e-commerce, CRM and 1st party data. Together, we’ll deliver on our shared vision to enable businesses of all sizes to leverage the power of real-time journey orchestration to create smarter, more relevant customer experiences.”
Supermetrics and Relay42 customers will see integrated capabilities roll out in the coming months, including new AI Agent-driven workflows that further automate data analysis, decisioning and activation.
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