BrightTag Sets Its Sights on Europe with SiteTagger Acquisition

by Amina Elahi
August 22, 2012

Many would agree that BrightTag is a company that has, pardon the pun, an illuminated future. In June, it was named Startup of the Year at the Moxie Awards. Today, CEO Mike Sands announced BrightTag’s acquisition of a UK-based competitor named SiteTagger.

[ibimage==18533==Original==none==self==ibimage_align-right]Together, the two companies combined to be the global leader in tag management services (TMS), representing over 100 brands. With this acquisition, BrightTag is making a major play to expand services in the UK and Europe. SiteTagger launched in 2009, and serves to manage analytics, affiliate marketing and other aspects of digital marketing for  brands in the UK and Europe. Cofounders Stephan Briggs and Paul Newbury will focus on expanding Yard Digital, their data-centric digital marketing agency, which will become a strategic partner and member of the BrightTag ONE Partner Program.

In terms of expanding into Europe, Sands sees the SiteTagger acquisition as a key step. “We found a group of like-minded folks at SiteTagger. They share our values and passion for what we're doing,” he says. “It's fun to learn about new cultures and yet realize that the business challenges we are addressing here and in Europe are remarkably the same.” Being able to hop a train instead of a plane makes a big difference in client service.

To Sands, having a presence in Europe is an excellent business opportunity. “Our investment in Europe is consistent with where we are finding our growth today, which is in fast-growing Internet economies like they have throughout Europe. By having a team in Europe, we can better accelerate that growth and meet the needs of our market overseas.”

Still, the acquisition won’t change the company’s US proceedings too drastically. Once the merger is completed, SiteTagger will act as BrightTag’s European arm, and Sands says, “In addition to a more diverse multinational beer selection in the beverage fridge, we are focused on putting the structure in place to support a growing list of multinational clients.” That means figuring out how to serve new clients based on their needs and environments. And although Sands didn’t mention anything imminent, that could spell more acquisitions in the future.


Visit BrightTag's website, check out their BIC company profile and follow them on Twitter at @BrightTag.

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