Supermetrics acquires real-time CDP Relay42
Another standalone CDP is off the market, as consolidation continues to hit the space.
Consolidation struck the customer data platform (CDP) market again today, as Supermetrics announced the acquisition of real-time CDP vendor Relay42.
Supermetrics calls itself a marketing intelligence platform and helps simplify data integration and management for brands and agencies. Founded in 2013, Helsinki-based Supermetrics analyzes 15% of global ad spend.
The acquisition combines the data intelligence capabilities of Supermetrics with Relay42’s real-time personalization technology.
Supermetrics sees the acquisition as central to its vision of an end-to-end marketing intelligence platform that connects data performance, customer behavior, and revenue outcomes in a single platform. Combining the two companies will help organizations unify data integration, analysis and activation into one solution.
Dig deeper: Why independent CDPs are disappearing (and what comes next)
Founded in 2010, Relay42’s enterprise-grade CDP unifies customer data and enables dynamic audience building, targeting and personalized experiences across digital and offline channels, including email, web, apps and programmatic advertising. Its customers include Air France, KLM and Levi’s.
“Relay42 helps businesses to turn siloed customer data into personalized customer journeys that drive business growth,” said Relay42 CEO Christiaan van der Waal in a statement announcing the release. “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 see integrated features, including AI agent-powered workflows that automate data analysis, journey optimization and activation across channels, according to the statement.
Several digital experience and analytic vendors acquired CDPs over the past year. Rokt acquired mParticle in January 2025, ContentStack scooped up Lytics in the same month and Uniphore acquired ActionIQ in December 2024.
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