Ensighten has acquired TagMan for an undisclosed sum. The company believes that acquiring the London-based company will allow it to take on Adobe's marketing cloud services.
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 customer base of more than 400 brands like Virgin America, Travelocity, John Lewis, Marriott, and DirecTV.
Ensighten recently closed a $40 million in a Series B funding round announced in January. Led by Insight Venture Partners, the total capital raised comes to $55.5 million.
Josh Manion, Ensighten founder and CEO, believes that combining the two companies will dramatically shift the playing field. "We are very excited to deliver one-to-one marketing capabilities for the mutual benefits of our customers and partners worldwide," he said in a prepared statement.
Ensighten leverages an open, patented hybrid-tagging architecture for its Agile Marketing Platform. Unlike closed platforms, the technology aims to solve performance challenges that enable marketers to easily switch among third-party vendors.