Supermetrics Acquires Relay42: Transforming Marketing Intelligence with Enhanced Data Integration
- Supermetrics acquires Relay42, creating an all-in-one marketing intelligence platform for data integration and personalization.
- The merger enhances marketers' ability to unify performance metrics with first-party customer data for better engagement.
- Supermetrics and Relay42 aim to redefine marketing strategies by emphasizing real-time data and personalized customer experiences.
Supermetrics Acquires Relay42: A New Era of Marketing Intelligence
In a significant development in the marketing technology landscape, Supermetrics announces its acquisition of Relay42, a leading real-time Customer Data Platform (CDP), on June 18, 2025. This strategic merger positions Supermetrics as the only platform to seamlessly integrate data integration, analysis, and activation into a user-friendly solution tailored for marketers. By combining Supermetrics’ robust data intelligence capabilities with Relay42’s advanced personalization technology, the companies create the first all-encompassing marketing intelligence platform that links data performance, customer behavior, and revenue outcomes into one cohesive system.
With over 200,000 businesses already powered by its technology, Supermetrics aims to redefine traditional reporting methods by incorporating real-time data and AI-driven decision-making into its offerings. Anssi Rusi, CEO of Supermetrics, explains that this acquisition allows marketers to unify their marketing performance metrics with first-party customer data, paving the way for dynamic customer engagement strategies. By utilizing this integrated platform, businesses can deliver tailored messaging at every customer touchpoint, significantly enhancing their marketing effectiveness.
Relay42, founded in 2010, excels in unifying customer data to create dynamic audience segments and facilitate targeted, personalized experiences across multiple channels, including email, web, and programmatic advertising. With this acquisition, Relay42’s CEO, Christiaan van der Waal, underscores the enhanced capabilities that the merger will bring, allowing marketers to transform siloed data into cohesive customer journeys. The integration promises to significantly broaden Relay42's reach and operational capabilities, providing thousands of marketers worldwide with access to Supermetrics' comprehensive marketing intelligence solutions.
In addition to the technical advancements, this acquisition reflects a broader trend in the industry where companies seek to leverage data more effectively. As marketing strategies evolve, the importance of real-time data and customer personalization continues to grow. Supermetrics and Relay42’s collaboration not only aims to redefine marketing intelligence but also highlights the increasing demand for integrated solutions that facilitate data-driven decision-making in a competitive landscape.
As the marketing technology sector continues to innovate, this merger stands as a testament to the significance of customer data integration. By enabling businesses to harness their data effectively, Supermetrics and Relay42 position themselves at the forefront of a marketing revolution that prioritizes personalized customer experiences and data-driven strategies.