Listening to online consumer intelligence and social media platform Brandwatch Has been acquired by DecisionBest known for its media monitoring and media contact database services, for $ 450 million in a combined cash and shares deal. TechCrunch understands that Brandwatch’s core executive team will be on it. The move combines two big players to offer a wide range of services from PR to marketing and online customer engagement. The deal is expected to close in the second quarter of 2021.
Cision has a media contact database of approximately 1 million journalists and media outlets and has more than 75,000 customers. Brandwatch applies AI and machine learning to a practice known as ‘social listening’.
The founder and CEO of Brandwatch, Gilles Palmer, said in a statement, “We have always built Brandwatch with ambition … Now is the time to take the next step – to join a company of significant scale to build a business and products. A suit. There can be a significant global impact. “
Sesson CEO Abel Clarke said: “Social media’s continued digital shift and widespread adoption is rapidly and fundamentally changing how brands and organizations engage with their customers. It is imperative that PR, marketing, social, and customer care teams fully incorporate the unique insights now available into consumer-led strategies. Together, Cision and Brandwatch will help our customers understand, connect and connect more deeply with their customers on every channel. “
Brandwatch has been on an almost case-study journey from a fund to an acquisition to a merger, but less characteristic for a well-funded tech company, it did so much more than its home-town Brighton on the southern coast of England. .
The financing journey began in 2006 for Giles Palmer with Angel Funding. In 2010, Brandwatch raised $ 1.5m from Durants, a marketing and PR firm, and Nauta Capital. In 2014 it raised $ 22 million in funding Series b round Under the leadership of Highland Capital. It was then $ 33M Series c financing In 2015 led by Partech Ventures.
With the war chest, it went on Acquisition In 2017 BuzzSumo, a content marketing and influencing identity platform for an undisclosed sum. And brandwatch in 2019 Merged With a similar business, Crimson is building a business with about $ 100 million in Hexagon, ARR. This also get London-based SaaS research platform Qriously.
Brandwatch was recently Named A leader in Forrester’s Guide to Buyers of Social Listening Solutions.