Supermetrics Acquires Relay42
The acquisition by Supermetrics will introduce integrated features for both platforms, including AI Agent–powered workflows that automate data analysis, journey optimisation, and activation across channels.
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Supermetrics has announced the acquisition of Relay42. The acquisition positions Supermetrics as the Marketing Intelligence Platform to unify data integration, analysis and activation into one marketer-friendly solution.
By combining Supermetrics data intelligence capabilities with Relay42’s real-time personalisation technology, marketers can now have access to an end-to-end marketing intelligence platform, one that connects data performance, customer behaviour and revenue outcomes in a single platform.
“Supermetrics is the pioneer of the evolving Marketing Intelligence category, already empowering more than 200,000 businesses,” said Anssi Rusi, CEO of Supermetrics.
“True marketing intelligence must go beyond reporting dashboards. With this acquisition, we’re delivering that, 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 first-party customer data into a single view and use it to dynamically engage customers with the right message at every touchpoint.”
Founded in 2010, Relay42’s enterprise-grade CDP unifies customer data and enables dynamic audience building, targeting and personalised experiences across digital and offline channels, including email, web, apps and programmatic advertising.
“Relay42 helps businesses to turn siloed customer data into personalised customer journeys that drive business growth,” said Christiaan van der Waal, CEO, Relay42.
“Now, as part of Supermetrics, we can bring this capability to thousands of marketers globally, and augment Relay42 with Supermetrics’ rich set of data integrations spanning performance marketing, ecommerce, CRM and first-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.”
Customers of both platforms will soon see integrated features, including AI Agent–powered workflows that automate data analysis, journey optimisation and activation across channels.
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