The deal to buy Lytics, which closed in December 2024, will add audience insights, content analytics and profile management to the Contentstack platform, as well as expanding the business’ staff numbers to around 500 people.

Lytics was co-founded in 2013 by McDermott and Aaron Raddon, and focuses on the customer data platform category.

James McDermott, founder and former chief executive at Lytics and Contentstack’s new global head of data products, said: “We have solved a major problem for brands – capturing, connecting and enriching first-party data and making it actionable.

“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.” 

Neha Sampat, founder and chief executive at Contentstack, said: “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.”