Contentstack acquires CDP Lytics

Contentstack Expands Its Offerings with the Acquisition of Customer Data Platform Lytics

Contentstack, a platform specializing in composable digital experiences, has recently acquired Lytics, a real-time customer data platform (CDP) established in 2013. Contentstack primarily focuses on its headless content management system, with Lytics’ robust first-party data management features set to enhance the existing Contentstack Personalize functionality.

The acquisition brings several key capabilities from Lytics, including:

  • Real-time engagement tracking and audience insights for both known and anonymous users on sites utilizing Contentstack.
  • Tools for creating audience profiles and segments.
  • A data activation layer that allows for the effective understanding and deployment of customer data across various engagement channels.

What this means for us. This acquisition marks another step in the consolidation of independent CDPs. Just over a month ago, ActionIQ, another long-standing CDP, was acquired by Uniphore. The trend of DXP acquisitions echoes previous cases where major players in the space have expanded their offerings through established CDPs. For instance, Acquia acquired AgilOne in December 2019, while Optimizely and Sitecore made similar moves by acquiring Zaius and Boxever, respectively, in March 2021. These moves highlight a strategic pattern where high-profile DXPs integrate customer data management solutions rather than developing them independently.

Although Contentstack was founded more recently in 2018, it has now joined this trend of strategic acquisitions alongside more established competitors like Acquia, Sitecore, and Optimizely.

Explore further: Significant shifts in the CDP landscape

A trailblazer in the CDP industry. James McDermott, co-founder and CEO of Lytics, will take on the role of global head of data products at Contentstack. In a statement, he remarked, “We have addressed a critical challenge for brands—capturing, connecting, and enhancing first-party data to make it actionable. The ultimate goal is to transform data into impactful digital experiences, which necessitates access to content. Through our collaboration with Contentstack, we are realizing this vision.”

Following the merger, the combined entity will boast a workforce of approximately 500 employees and a clientele of around 500 customers.

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