Even if you don’t recognize Piano as a company, TechCrunch readers will probably be familiar with the product, since we use it to manage the reader experience of our Extra Crunch membership program.
Other customers include CNBC, The Wall Street Journal and the Associated Press, and Piano describes itself more broadly as a “digital business platform” with products around personalization, advertising and analytics, as well as subscriptions.
“Fundamentally, our job is to help big websites make more money,” said CEO Trevor Kaufman. “We view that not as a billing problem, but as a marketing problem.”
Kaufman described a “pretty siloed system” used by most publishers and other digital businesses, where data around ad revenue, subscriptions, content engagement and customer profiles is all stored separately. By integrating with AT Internet’s “user-centric, event-based data store,” he said Piano can provide a more comprehensive picture of “the full customer journey,” allowing businesses to personalize their marketing and messaging accordingly.
He also praised AT Internet for its focus on “data quality and privacy,” with the company helping clients comply with GDPR and CCPA regulations.
New York-based Piano says AT Internet’s chief executive Mathieu Llorens will continue in that role while becoming a “significant shareholder” in the combined organization. The acquisition price was not disclosed, but the transaction involves both cash and equity and was funded by Updata Partners, Rittenhouse Ventures and Sixth Street Partners.
“The merger of our two organizations is an exciting chapter in our company’s history and prominence in the web analytics industry,” Llorens said in a statement. “This next chapter with Piano will enable AT Internet to invest more resources in and drive expansion of our current products, as well as help more organizations leverage analytics values and segments to deliver personalized customer experiences.”
Kaufman added that Piano and AT Internet will both work to integrate their platforms while continuing offer standalone products, but “the line becomes blurrier and blurrier as we use the backend of AT Internet to power more and more stuff for Piano.”
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