Helsinki-based Supermetrics, a marketing intelligence platform, on Wednesday announced the acquisition of Amsterdam-based Relay42, a real-time Customer Data Platform (CDP).
“Relay42 helps businesses to turn siloed customer data into personalised customer journeys that drive business growth,” says Relay42 CEO Christiaan van der Waal.
Relay42: Personalisation engine for real-time marketing
Founded in 2010, Relay42 is a Customer Data Platform (CDP) that enables businesses to establish strong customer relationships. Utilising smart technology transforms disconnected interactions into seamless customer experiences.
Relay42 gives businesses the flexibility to build lasting relationships using important customer data.
Major brands like Air France, KLM, and Levi’s use Relay42 to understand and meet customer needs in real time, both online and offline.
“Now, as part of Supermetrics, we can bring this capability to thousands of marketers globally, and augment Relay42 with Supermetrics; a 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,” adds van der Waal.
Why does this acquisition matter now?
Talking about Relay42’s acquisition to Silicon Canals, Anssi Rusi, CEO of Supermetrics says, “Marketing is undergoing a seismic shift. Teams are dealing with over 230 per cent more data than just a few years ago, yet nearly half of CMOs still struggle to measure marketing’s true impact. At the same time, economic pressures mean marketers are being asked to do more with less, and with fewer tools.”
“By acquiring Relay42, we’re filling a critical gap in the Marketing Intelligence stack. Their journey orchestration and personalisation capabilities unlock the ability to activate data, not just analyse it,” says Rusi. “With the Customer Data Platform market maturing and AI raising the stakes for scale and speed, the timing was clear. Relay42’s technology and culture were a perfect match, making this the right move at exactly the right moment.”
A unified platform
By combining Supermetrics’ data intelligence with Relay42’s real-time personalisation technology, marketers now have access to the first all-in-one marketing intelligence platform.
This platform connects data performance, customer behaviour, and revenue outcomes in a single solution.
Talking about balancing real-time personalisation with evolving privacy regulations Rusi explains, “Both Supermetrics and Relay42 are deeply committed to privacy-by-design. As AI becomes more embedded in marketing, our approach is to make it practical, compliant, and human-friendly, helping marketers use intelligent models without needing to be data scientists, and always with privacy front and centre.”
How does the acquisition affect customers?
Customers of both platforms will soon see integrated features, including AI Agent–powered workflows that automate data analysis, journey optimisation, and activation across channels.
“Initially, things stay familiar: same teams, same platforms. But soon, our customers will see benefits like faster onboarding, more automated use cases, and stronger reporting. Relay42’s orchestration capabilities will enrich our midmarket and enterprise clients, while our data infrastructure will empower Relay42’s enterprise base,” adds Rusi.
Redefining success: One year post-acquisition
According to Rusi, the success of this acquisition will mean far more than a seamless integration, it will be reflected in how customers work, grow, and deliver results.
“We’ll know we’ve achieved our goal when Supermetrics and Relay42 operate as one team, with a shared vision and a unified platform that takes marketers from insight to action faster than ever before,” he adds.
Besides internal alignment, success for Rusi also means significant business growth: expanding deeper into the enterprise segment, and scaling the midmarket offering.
“Ultimately, we want to empower lean marketing teams to deliver outsized results using smart, self-serve tools. If a year from now we’re seeing those outcomes at scale, like faster time-to-value, broader adoption, and measurable business growth, then this acquisition will have delivered on its promise,” he concludes.
Supermetrics: Simplifying data integration and management
Founded in 2013, Supermetrics is a Marketing Intelligence Platform that helps over 200,000 companies in 120 countries gain insights from their data.
By making data integration and management easier, the Finnish company allows businesses to make informed decisions that drive growth.
The platform analyses 15 per cent of global ad spending, helping brands and marketing agencies work confidently within privacy guidelines.
Supermetrics has over 360 employees and works with businesses to improve their marketing efforts and get the most from their data.
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