Official press release distributed via PRNewswire, June 18, 2025.
Announcement: Supermetrics acquired Relay42, a real-time Customer Data Platform headquartered in the Netherlands. Deal terms not publicly disclosed.
Relay42 capabilities added to Supermetrics:
- Real-time customer data unification and identity resolution (multi-key, mapping behaviors and engagements to profiles immediately)
- Dynamic audience building and targeting across digital and offline channels
- Journey orchestration and personalization with 100+ data source integrations
- Out-of-the-box predictive models: churn reduction, conversion improvement, product recommendation
- Personalized experience delivery across email, web, apps, and programmatic advertising
Relay42 customer base: Air France, KLM, Levi's.
Strategic positioning: Supermetrics frames the acquisition as creating "the only Marketing Intelligence Platform to unify data integration, analysis and activation into one marketer-friendly solution" — the "industry's first end-to-end marketing intelligence solution."
Key quotes:
- Anssi Rusi (Supermetrics CEO): "True marketing intelligence must go beyond reporting dashboards — combining real-time data with AI decisioning."
- Christiaan van der Waal (Relay42 CEO): "As part of Supermetrics, we can bring this capability to thousands of marketers globally."
Composable CDP note: Relay42 is a real-time packaged CDP (not warehouse-native composable). The combined Supermetrics+Relay42 entity creates a marketing analytics + CDP activation bundle — a distinct pattern from warehouse-native composable CDPs (Hightouch, GrowthLoop). The acquisition is part of a broader CDP consolidation wave (2024–2026) alongside Rokt/mParticle, ContentStack/Lytics, Uniphore/ActionIQ, and BlueConic/Blueshift.