Article by Mike Pastore (Head of Content and Media), MarTech.org. Published June 18, 2025.
Announcement: Supermetrics acquired Relay42 (real-time CDP). Announced June 18, 2025. Financial terms not disclosed.
About Supermetrics (pre-acquisition):
- Founded 2013, Helsinki-based
- Self-described "marketing intelligence platform" focused on data integration and management
- Analyzes ~15% of global ad spend
- Serves 200,000+ companies in 120 countries; 360+ employees
About Relay42 (pre-acquisition):
- Founded 2010; "enterprise-grade CDP"
- Unified customer data; enabled dynamic audience building, targeting, and personalization across email, web, apps, and programmatic advertising
- Customers included Air France, KLM, and Levi's
Combined platform capabilities: Integrated features including "AI agent-powered workflows that automate data analysis, journey optimization and activation across channels." Aims to unify "data integration, analysis and activation into one solution" connecting "data performance, customer behavior, and revenue outcomes in a single platform."
CDP consolidation context (per article):
- Rokt acquired mParticle (January 2025)
- ContentStack acquired Lytics (January 2025)
- Uniphore acquired ActionIQ (December 2024)
- Supermetrics acquired Relay42 (June 2025)
KG implications:
- Grounds vendor.supermetrics (TC-143) as independent trade press coverage of platform scope post-Relay42. Raises confidence from 0.72 toward the 0.80 synthesize-and-apply threshold when combined with the existing PRNewswire source.
- Confirms Relay42 is now an acquired product — no standalone vendor.relay42 node should be created.
- Supermetrics' combined platform (analytics connector + CDP activation) positions it as a composable alternative for marketing-analytics-led organizations, relevant to concept.composable-cdp.