Digital experience platform (DXP) Contentstack has acquired real-time customer data provider Lytics.

Completed in December 2024, the acquisition brings comprehensive audience insights, content analytics, and profile management to the Contentstack platform, enabling real-time personalisation for both known and unknown users at scale.

Major global brands including Kraft Heinz, Mondelez, Glassdoor, Universal Music Group, Live Nation, Clorox, and Ancestry will join the Contentstack customer community.

"We've been on a decade-plus long journey to build the world's best Composable DXP for brands - and data was the missing link," said founder and CEO of Contentstack, Neha Sampat. "Truly personalised digital experiences require a marriage of scalable content management and actionable first-party data, wherever it lives, operating in real-time. This is why combining Contentstack and Lytics makes so much sense for brands who are building the world's best digital experiences."

The acquisition distinguishes Contentstack from pure-play headless CMS vendors who cannot deliver on the promise of activating customer data in real-time for personalisation. It also signals to the legacy suites that there is now a new breed of modern and composable DXP, one that puts the power of choice and agility in the hands of customers.

In June 2024, Contentstack paved the way for brands to deliver next-generation content personalisation at scale with its native personalisation engine combined with brand-aware, gen AI-content creation and automation technology. With the Lytics acquisition, Contentstack solves the actionable first-party data action side of the equation. The technology gives brands real-time engagement data and audience insights for both known and unknown visitors, the ability to easily create audience profiles and segments out-of-the-box, and a data action layer that enables users to access and understand customer data and send it across preferred channels instantly.

"We have solved a major problem for brands - capturing, connecting and enriching first-party data and making it actionable," said founder and former CEO of Lytics and Contentstack's new Global Head of Data Products, James McDermott. "Ultimately, the vision is to turn data into meaningful digital experiences, but that requires access to content. With Contentstack, we're now delivering on that vision, with the world's best Composable DXP."