Contentstack acquires CDP Lytics

Composable digital experience platform Contentstack has announced the acquisition of Lytics, a real-time CDP founded in 2013. Contentstack’s primary current offering is its headless CMS. Lytics’ first-party data management capabilities are expected to complement the existing Contentstack Personalize.

The capabilities that Lytics will bring include:

• Real-time engagement data and audience insights for known and unknown website visitors powered by Contentstack.
• Creation of audience and segment profiles.
• A data activation layer that enables users to understand user data and promptly implement it across engagement channels.

Why we care. First of all, another independent CDP is leaving. It’s been a little over a month since the long-established ActionIQ acquired Uniphore. However, the purchase in this case by DXP is reminiscent of older stories. In December 2019, Acquia acquired by AgilOne. In March 2021, Optimizely was acquired by Zaius. In the same month, Sitecore acquired by Boxever. The sample was high-profile DXPs with CMS and other components that fill their platforms with customer data management. In any case, they bought an established CDP instead of building their own solution.

Contentstack took a little longer to join the party, but was founded in 2018, making it significantly younger than Acquia, Sitecore, and Optimizely.

Dig deeper: Deep changes in the CDP space

A pioneer in the CDP space. Lytics co-founder and CEO James McDermott will now become Contentstack’s global head of data products. In a statement, he said: “We’ve solved a big problem for brands — capturing, connecting and enriching first-party data and making it actionable. Ultimately, the vision is to turn data into meaningful digital experiences, but that requires access to content. With Contentstack, we are now realizing that vision.”

The combined companies will have around 500 employees and 500 customers.