Contentstack Buys Real-Time Data Platform Lytics

In the US, digital experience platform (DXP) Contentstack has acquired real-time customer data platform Lytics, bringing it tech and expertise in audience insights, content analytics and profile management. Terms were not disclosed.

Lytics was co-founded in Portland, OR in 2013 by McDermott and Aaron Raddon and takes a composable approach to CDP, aiming to provide 'flexible and modular technology that seamlessly grows and changes as the business evolves'. The combined firm will have more than 500 customers and 500 employees.

Contentstack promises companies the ability to deliver next-generation content personalization at scale, and says this acquisition 'distances it from pure-play headless CMS vendors who cannot deliver on the promise of activating customer data in real time for personalization' - and gives customers new choice and flexibility. Specifically, the deal brings it real-time engagement data and audience insights for both known and unknown visitors; options to easily create audience profiles and segments out-of-the box; and a data activation layer allowing users to access and understand customer data and send it across preferred channels 'instantly'.

Neha Sampat, founder and CEO of Contentstack comments: 'We've been on a decade-plus long journey to build the world's best Composable DXP for brands - and data was the missing link. Truly personalized digital experiences require a marriage of scalable content management and actionable first-party data, wherever it lives, operating in real time. This is why combining Contentstack and Lytics makes so much sense...'

McDermott, former CEO of Lytics who is now Contentstack's Global Head of Data Products, adds: 'Ultimately, the vision is to turn data into meaningful digital experiences, but that requires access to content. With Contentstack, we're now delivering on that vision, with the world's best Composable DXP'.

Web site: www.contentstack.com .