Technology solutions to help organizations go beyond tag management to make online data instantly useful, improve site performance, and lift ROI
CHICAGO and LONDON — May 31, 2012 — Chicago-based BrightTag, a technology platform provider for the digital marketing industry, has experienced significant growth in the UK and Europe and recently raised $15m in new funding to help drive its global expansion. BrightTag currently works with a growing roster of UK clients including Orbitz Worldwide brand ebookers.com, as well as many global multinational brands with a UK presence.
As part of the company’s expansion efforts, BrightTag has named London-based firm, Invizua, as its UK partner to drive sales of its tag management solution. BrightTag, currently used by organizations across the globe, helps companies reduce the operational complexities associated with third-party tag code by streamlining integration between sites and marketing service providers and in many cases, eliminating the need for tags altogether. BrightTag’s unique approach to tag management makes online data instantly useful while improving data quality, distribution and site performance.
According to recent research from the Internet Advertising Bureau (IAB) UK, conducted by PwC, online advertising revenues in the UK grew by 14.4% in 2011, the biggest increase in five years. At the same time, it is estimated that inefficiencies in online advertising workflows, much of which are due to the manual nature of integrating third- party tag code onto a site, is preventing the industry from growing even faster.
The BrightTag ONE platform supports all manner of marketing and analytics tags through a simple web interface. With BrightTag, website owners can accomplish the deployment of new marketing or analytics partners in minutes rather than the weeks or months it can typically take to add new site code through standard development cycles. Additionally, BrightTag features Server-Direct integrations with a growing list of leading online marketing service partners. This important new technology approach allows BrightTag to eliminate entirely the need for some third-party tags while boosting the performance of others.
James Sandoval, Founder of Invizua commented, “It’s not every day a technology company comes along to truly disrupt an entire industry – and create enormous new value. Not just for its customers, but for the entire eco-system. BrightTag’s transformation of the web analytics and tag management markets creates opportunities for organizations to genuinely turn data into fuel, to turn marketing service providers into powerful strategic partners and, ultimately, to make the web a better experience for everyone. I’ve spent the bulk of my digital marketing career seeking out best-of-breed technology solutions and I am proud to add BrightTag to Invizua’s roster of partners.”
“By leveraging Invizua’s deep industry expertise and experience, we can further strengthen BrightTag’s traction in the UK and Europe and ensure our products deliver immediate value for UK-based companies and our roster of global brands. Invizua founder James Sandoval has a proven track record of catalyzing the growth of ad tech businesses in the UK and we are thrilled to be on the ground with him and his team,” said BrightTag Founder and Chief Revenue Officer Marc Kiven.
BrightTag is building a new technical foundation for the next generation of online marketing. The company helps marketers, web analysts and IT professionals make online data instantly useful in any web or mobile application, while solving fundamental privacy, data quality and site performance challenges. Traditional methods of connecting websites to marketing and analytics services rely on individual tags and pixels that create silos of data. The BrightTag ONE™ integration platform moves beyond tags by directly connecting sites to services in real time, eliminating barriers and speeding innovation. BrightTag’s clients include many of the world’s top brands and hundreds of online marketing and analytics providers continue to integrate their technology with BrightTag ONE.
Headquartered in Chicago, USA BrightTag is funded by Baird Venture Partners, New World Ventures, TomorrowVentures, EPIC Ventures and I2A Fund. BrightTag was named by VentureWire and an independent board of review at Dow Jones as one of the 50 most innovative technology companies of 2011 and a member of the FASTech50.
London-based Invizua is a privately held venture catalyst and technology company that enables media, marketing and market research organizations to create new business-critical visibility and value through innovative technology products and data services.
Originally published May 31, 2012