Agency network Stagwell has purchased Apollo Program, a platform that collects customer behavior data. The acquisition will expand Stagwell’s existing pool of first party data. Apollo will become part of Stagwell Marketing Cloud, a suite of marketing tools for Stagwell clients. It’s part of the trend for marketing agencies to offer their own data and technology platforms.
Digital experience analytics vendor Contentsquare has raised a $600 million Series F, including $400 million in equity and $200 million in debt. Like many analytics firms today, Contentsquare goes beyond reporting results to making recommendations for improvements in content decisions. Unlike many analytics firms, it has now raised $1.4 billion in total financing.
Tech companies buy marketing agencies less often than the other way around. But performance marketing solution vendor Stirista did just acquire digital branding firm ZDI. Stirista combines its own identity data pool with email and ad buying systems, specializing in Connected TV.
Salesforce has reversed course on its bid to acquire data management and integration platform Informatica a source has told Reuters. Informatica itself said that it is not in talks to be acquired. Salesforce stocks rose on this latest news while Informatica’s fell.