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Supermetrics Acquires Relay42 to Revolutionize Marketing Intelligence

HELSINKI, June 18, 2025 - Supermetrics, recognized as a frontrunner in the Marketing Intelligence Platform landscape, announced a significant expansion in its offerings today with the acquisition of Relay42, a prominent real-time Customer Data Platform (CDP). This strategic move positions Supermetrics uniquely in the market, empowering businesses by unifying data integration, analysis, and activation under one user-friendly solution.

The synergy between Supermetrics and Relay42 marks a groundbreaking development for marketers. By fusing Supermetrics’ comprehensive data intelligence capabilities with Relay42’s cutting-edge real-time personalization technology, the result is the industry's first all-encompassing marketing intelligence platform. This innovative platform links data performance, customer behavior, and revenue outcomes, all presented in a single, intelligent interface.

According to Anssi Rusi, CEO of Supermetrics, the vision for this acquisition is clear. He stated, “True marketing intelligence must transcend beyond mere reporting dashboards. Through this acquisition, we’re stepping into a new era by integrating real-time data analysis with AI-driven decision-making and cross-channel optimization. We’re creating an infrastructure that allows marketers to harmonize their marketing performance with first-party customer data, facilitating dynamic engagement with customers at every interaction.”

About Relay42

Founded in 2010, Relay42 specializes in consolidating customer data into a cohesive and actionable format. Their enterprise-grade CDP streamlines the development of dynamic audiences, enabling targeting and personalized experiences across an array of digital and offline platforms, such as email, websites, applications, and programmatic advertising. Relay42 excels in transforming fragmented customer interactions into cohesive journeys that fuel business growth.

Relay42’s CEO, Christiaan van der Waal, expressed enthusiasm about the merger, stating, “This acquisition enhances our ability to assist businesses in leveraging siloed customer data to create impactful, personalized customer journeys. As a division of Supermetrics, we anticipate extending this capability to thousands of marketers worldwide, significantly augmenting our offerings with Supermetrics’ vast array of data integrations that span performance marketing, e-commerce, CRM, and first-party data.”

Looking Towards the Future

Both Supermetrics and Relay42 customers can soon expect to access integrated features that include AI Agent-powered workflows. These innovative workflows will automate functions such as data analysis, optimization of customer journeys, and activation across various channels. This evolution aims to enhance operational efficiency, making it easier for marketers to extract and utilize customer insights effectively.

As they continue to evolve together, Supermetrics and Relay42 are set to redefine the landscape of marketing intelligence. With over 200,000 businesses currently empowered by Supermetrics, the acquisition opens up new opportunities to streamline marketing strategies further and enhance the overall capacity to draw insights from data.

To learn more about how Supermetrics and Relay42 are collaborating to redefine marketing intelligence, you can visit Supermetrics' blog for additional insights.

About Supermetrics

Supermetrics is a pioneering Marketing Intelligence Platform that provides essential insights for over 200,000 companies across 120 countries. Its mission is centered around simplifying data integration and management, enabling businesses to leverage data for informed decision-making. As requested by their clients, Supermetrics is designed to navigate the complexities of privacy-first analytics while managing a substantial portion of global ad spend. With a global workforce exceeding 360 employees, Supermetrics operates with the goal of helping organizations scale their marketing initiatives effectively.

About Relay42

Relay42 stands as a revolutionary Customer Data Platform empowering businesses to cultivate significant customer relationships through intelligent technology. By converting fragmented interactions into seamless experiences, Relay42 allows organizations to maintain sustainable customer connections based on valuable data insights. Major brands, including Air France, KLM, and Levi's, rely on Relay42 to deliver real-time responses to customer needs, ensuring relevance across all channels.

For more detailed information, please visit Relay42's website.