Ensighten Raises $53M To Expand Mobile, In-App Data Management

AttributionRoadsEnsighten has raised $53 million in debt and equity financing to push beyond its core tag management system.

Existing investor Insight Venture Partners and others led the Series C round, with participation from Silicon Valley Bank.

The injection will be used for product development, continuing to expand its global leadership team and to ramp up on sales resources. Ensighten had raised a total of $55 million in two rounds of prior financing.

Ensighten has been on an acquisition spree of late, absorbing a small tag management system TagMan and marketing analytics startup Anametrix last year.

The company’s roots are in web analytics and tag management, but it has since expanded, similar to tag management competitors like Tealium, Signal and Qubit.

Ensighten’s immediate focus is mobile. Karen Wood, head of product marketing for Ensighten, said it will roll out in Q1 016 a platform for mobile and in-app personalization in Q1 2016.

“A lot of our customers are using mobile apps to drive loyalty or other high-quality in-app experiences,” she said at the company’s client summit in New York last week. “Most (like customer Delta Airlines) are trying to drive personalization and understand cross device – not [necessarily] driving in-app ads.”

Although Ensighten does not classify itself as a data management platform, it offers data management capabilities. A client might use Ensighten Activate, for instance, to port first-party data through Oracle or Adobe’s respective DMPs and match that up with digital and site-level data from Ensighten.

A number of enterprise clients, such as Coca-Cola and United Airlines, use Ensighten’s Pulse product to pixel ads onsite and, in some cases, build out a cookie pool or the basis of a device graph.

Ensighten is a beneficiary of the collision of tag management, attribution and data management, a trend that Forrester analyst Tina Moffett predicted would accelerate.

Adobe, for instance, unified disparate solutions like tag manager Satellite, Omniture (now Adobe Analytics) and Demdex (now Adobe AudienceManager) into core parts of the Adobe Marketing Cloud.

Thus, tag management as a standalone point solution is obsolete, as a number of providers create open data platforms and customer experience suites.

In addition to Ensighten’s no-SDK mobile platform, it will next flesh out its attribution solution, which Wood said would be supported soon by a single Pulse pixel to improve the collection and management of onsite as well as offline marketing signals.

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