Supermetrics Acquires Leading CDP, Relay42 to Redefine the Future of Marketing Intelligence

HELSINKI, June 18, 2025 /PRNewswire/ -- Supermetrics, the leading Marketing Intelligence Platform, announced today the acquisition of Relay42, a leading, real-time Customer Data Platform (CDP). The acquisition positions Supermetrics' as the only Marketing Intelligence Platform to unify data integration, analysis and activation into one marketer-friendly solution.

By combining Supermetrics' powerful data intelligence capabilities with Relay42's real-time personalization technology, marketers can now have access to the industry's first end-to-end marketing intelligence platform, one that connects data performance, customer behavior and revenue outcomes in a single, intelligent platform."

"Supermetrics is the pioneer of the evolving Marketing Intelligence category, already empowering more than 200,000 businesses," said Anssi Rusi, CEO of Supermetrics. "True marketing intelligence must go beyond reporting dashboards. With this acquisition, we're delivering that, combining real-time data with AI decisioning and cross-channel optimization. We're creating a platform that empowers marketers to unify their marketing performance and first-party customer data into a single view and use it to dynamically engage customers with the right message at every touchpoint."

Founded in 2010, Relay42's enterprise-grade CDP unifies customer data and enables dynamic audience building, targeting and personalized experiences across digital and offline channels, including email, web, apps and programmatic advertising.

"Relay42 helps businesses to turn siloed customer data into personalized customer journeys that drive business growth," said Relay42 CEO Christiaan van der Waal. "Now, as part of Supermetrics, we can bring this capability to thousands of marketers globally, and augment Relay42 with Supermetrics' rich set of data integrations spanning performance marketing, e-commerce, CRM and first-party data. Together, we'll deliver on our shared vision to enable businesses of all sizes to leverage the power of real-time journey orchestration to create smarter, more relevant customer experiences."

Customers of both platforms will soon see integrated features, including AI Agent–powered workflows that automate data analysis, journey optimization and activation across channels.

Learn more about how Supermetrics and Relay42 are shaping the future of marketing intelligence: https://supermetrics.com/blog/supermetrics-acquires-relay42

About Supermetrics
Supermetrics is the leading Marketing Intelligence Platform, fueling insights for 200,000+ companies in 120 countries. By simplifying data integration and management, Supermetrics empowers businesses to become data-informed, turning insights into growth-driving decisions. Analyzing 15% of global ad spend, Supermetrics enables brands and marketing agencies to navigate privacy-first analytics with confidence. Founded in 2013, the Helsinki-based scale-up has 360+ employees worldwide, partnering with businesses to scale their marketing efforts and maximize the value of their data. For more information, visit https://www.supermetrics.com/.

About Relay42
Relay42 is a real-time Customer Data Platform (CDP) that empowers businesses to create meaningful customer relationships by utilizing smart technology to transform fragmented interactions into seamless journeys. Relay42 gives businesses the freedom, flexibility and agility to build sustainable customer relationships, using valuable customer data as a baseline. Global brands, including Air France, KLM, Levi's, rely on Relay42 to anticipate and address customer needs in real time across all online and offline channels. For more information, visit https://www.relay42.com/.

Media Contact:
Tiffany McKinnie
[email protected]
(407) 451-2812

SOURCE Supermetrics