BrightTag acquires UK's SiteTagger as part of European expansion programme

Technology platform provider for the digital marketing industry, BrightTag, has acquired SiteTagger for an undisclosed sum. The merger sees the combined company become the world’s largest provider of tag management solutions with more than 100 global enterprise clients representing thousands of brands including Gap, Sainsbury’s, ASDA and Boots.

BrightTag's European initatives will be led by James Sandoval

BrightTag’s tag management solution allows companies to effectively and efficiently unlock the value of their business data produced by consumers on their websites. The takeover of the Cardiff-based SiteTagger forms the centrepiece of BrightTag’s expansion into the UK and European markets.

BrightTag has made significant investment in client services, sales and marketing staff recently, with its European operations led by London-based marketing technology professional, James Sandoval who has been named as BrightTag’s SVP and managing director, EMEA. He will now oversee the union of the two companies and spearhead growth efforts.

Sandoval commented: “SiteTagger and BrightTag have each developed highly respected businesses, together attracting some of world’s most valued brands. The combined strengths of our unparalleled technology, stellar customer service and unique business culture make for a very exciting future as we continue to invest and grow further in the European market.

“We plan to add to the team to help more brands realise the operational, site performance and privacy benefits delivered by a combined BrightTag and SiteTagger.”

SiteTagger founders Stephan Briggs and Paul Newbury will now shift their focus to expand their Data-Centric Digital Services Agency, Yard Digital, on a full time basis. Yard Digital is set to become a strategic partner to BrightTag joining other agencies in the BrightTag ONE Partner Programme.

Paul Newbury, co-founder of SitTagger, said the merger of the two companies made “a formidable team.”

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