In A Push For European Expansion, Tag Management Platform BrightTag Has Gobbled Up SiteTagger

In a push to “rapidly expand” into Europe and the UK, BrightTag, a platform that enables site owners to manage their online marketing tags/pixels more effectively and unlock the data that visitors provide, has acquired Cardiff, UK-based SiteTagger for an undisclosed sum.

The move will also see SiteTagger’s founders — Stephan Briggs and Paul Newbury — exit the company to focus full time on their new venture, the data-centric digital services agency Yard Digital, although the two companies do plan to work together as part of BrightTag’s partner program.

The acquisition, claims U.S.-based BrightTag, makes it the largest provider of tag management solutions across the globe, citing clients that include Gap, JetBlue Airways, Sainsbury’s, British Gas, ASDA and Boots. It competes with a host of other tag management offerings, of course, including TagMan, another European player which we’ve covered extensively in the past.

SiteTagger launched in 2009 to help brands manage and deploy analytics, affiliate tracking and to provide other digital marketing services.

As for BrightTag’s European plans, it says that, along with the acquisition of SiteTagger, which forms the “centrepiece” of its strategy, it’s already made “significant” investment in client services, sales and marketing staff, including appointing James Sandoval as its SVP & Managing Director EMEA, where he’ll be charged with integrating the two companies and helping BrightTag grow this side of the pond.

BrightTag is VC-funded to the tune of $23 million (CrunchBase).