• by Ray Schultz , September 8, 2022

B2B operating system Metadata.io has acquired Reactful, a web personalization platform. Terms were not disclosed.

The news follows Metadata’s receipt of $40 million in a Series B funding round earlier this year.

“With Reactful’s personalization engine, Metadata’s customers can provide a unique end-to-end experience based on the visitor (prospect, customer), the content they consume, or their stage in the buying journey,” says Gil Allouche, CEO of Metadata.

Reactful helps brands reduce manual and repetitive tasks by decreasing the need to create multiple landing pages for personalization, the company says.

The new acquisition will be integrated into Metadata’s Marketing Operating System.

Metadata serves over 200 clients, including Zoom, Okta, and ThoughtSpot.