The acquisition will see all staff at Poplin Data officially join Snowplow, with Snowplow also launching its Asia-Pacific operating hub.

Poplin Data has worked with Snowplow for the past six years as its integration and enablement partner for Australia and New Zealand, and Poplin Data’s founders Mike Robins and Narbeh Yousefian work with Snowplow’s behavioural data platform and support its clients.

The acquisition will also allow Poplin Data’s algorithmic attribution – a technique for marketing attribution – to enhance Snowplow’s data-modelling capabilities.

There will also be accelerated delivery of Snowplow’s Data Product Accelerators, which help users to build and use behavioural data-powered products and applications. 

Snowplow was formed 10 years ago and focuses on making granular behavioural data available to data scientists and companies.

Alex Dean, co-founder at Snowplow, said in a blog announcing the acquisition: “I am particularly excited about the focus and expertise the Poplin Data team brings in media and retail marketing solutions.

“With an international client base, Poplin Data has made a name for itself in the Asia-Pacific region by helping data teams achieve data maturity on key fundamentals, including but not limited to first-party data collection, privacy and compliance-first data collection, real-time data collection, identity merging and data completeness.”