BrightTarget bought by Sidetrade

BrightTarget was started in 2014 in Birmingham by CEO, Glen Westlake (pictured) and CTO, Mark Sheldon. It has developed machine learning algorithms based on historic transactions and customer behaviour.

Westlake said: “Working with Sidetrade represents a real opportunity and a fantastic experience for me and my teams. We share the same ambition: to make Artificial Intelligence accessible at the heart of the business process, creating measurable value for our customers.

“By making our platforms available to Sidetrade’s existing customer base across four European countries, BrightTarget will rapidly become a world leader in predictive B2B sales & marketing.”