Marketing intelligence platform Supermetrics has acquired Relay42, a real-time customer data platform. By combining their technologies, the two companies hope to unify data performance, customer behaviour, and revenue outcomes in a single, intelligent platform.
Supermetrics and Relay42 customers will see integrated capabilities roll out in the coming months including new AI Agent-driven workflows that further automate data analysis, decisioning and activation.
New Digital Age spoke to Anssi Rusi, CEO of Supermetrics, to find out more…
What was the thinking behind Supemetrics’ acquisition of Relay42?
Since the beginning, Supermetrics has been focused on serving marketers and helping them solve their problems with data. That’s always been our DNA. We started by making it easier to access marketing data from multiple platforms—advertising, analytics, social—and we’ve become widely known as a data pipeline or aggregator. But over the past few years, we’ve shifted our strategy. Our goal now is to build the leading marketing intelligence platform, one that helps marketers not just connect data, but manage, analyse, and activate it more effectively across the funnel.
Our acquisition of Relay42 is a really exciting step. Their platform has been built over the last 14 years and brings advanced data activation capabilities, something that has traditionally only been accessible to large enterprise-level marketers. By integrating it into Supermetrics, we can offer a whole new set of tools to our customers. It’s about bringing high-value, enterprise-grade tech to a much broader market.
What are your key business priorities right now
For us, success over the next couple of years means delivering more value to marketers. We want to make it easier for them to get actionable insights from their data and to put those insights to work, whether that’s through better measurement, faster decision-making, or improved campaign performance. And importantly, we want to do that in a way that’s accessible to more organisations, not just the top 1%.
Marketers aren’t short of data; they’re overwhelmed by it. Many of the teams we talk to feel like they’re drowning in spreadsheets, dashboards, and disconnected systems. What they’re asking us for is not just access, but clarity. They want faster insights, smarter automation, and tools that help them make decisions and actually act on them across their operations.
What sort of support are your customers asking for?
Every CMO today is facing the same macro pressure: do more with less. Budgets are tight, expectations are high, and measurement is under more scrutiny than ever. That’s why we’re seeing more brands consolidate their martech stacks. They’re reducing the number of tools they use, but expecting deeper value from the ones they keep. That’s where we come in – with an integrated platform that can do more.
Measurement continues to be a massive challenge. The phase-out of third-party cookies has been looming for years, and while it’s not complete yet, marketers know the writing is on the wall. First-party data is becoming more important, and the question is: how do you measure performance and attribution effectively in that environment? That’s a big part of what we’re focused on.
What other trends in the marketplace should marketers be paying attention to?
AI is obviously one of the biggest shifts we’ve seen. The initial excitement was huge, but now we’re entering a new phase where CMOs are asking, ‘How do I actually get value from AI?’ That’s the critical question—and it’s where we’re investing, not just in building features, but in making them genuinely useful for marketers in real-world situations.”
The martech landscape today is incredibly fragmented. Every year, we see more tools entering the market. Scott Brinker’s martech map keeps growing, and it paints a clear picture: marketers are facing a sprawl of disconnected solutions. But most CMOs aren’t asking for more tools—they’re asking for less. What they want is simplicity and integration without compromising capability. That’s a big challenge, and one we’re directly tackling.
One of our core responsibilities is ensuring that everything we do is privacy-safe and secure. That’s non-negotiable. Legislation and regulation are evolving rapidly, especially in Europe, and we need to be on the front foot. Our customers need to know that when they partner with Supermetrics, they’re protected and compliant by design.
