Marketing tech company Drip announced Wednesday it acquired Sleeknote, a Denmark-based online marketer for an undisclosed price.
Sleeknote specializes in building popups that ask consumers for their email addresses, phone numbers and preferences when they visit a brand's website.
Put together, the two companies will create a unified customer experience across a brand's marketing channel including it's website, email and texts.
Drip CEO John Tedesco said in a blog post the acquisition is key to bringing scalable, sustainable growth because of Sleeknote's expertise in zero-party customer data. That's data users voluntarily give to companies, rather than companies using web cookies to track down preferences.
“Skyrocketing customer acquisition costs through paid media channels are forcing brands to optimize every site visit," Tedesco said. "And increasing privacy restrictions from Apple and Google are forcing brands to quickly understand who their customer is and use that knowledge to build brand affinity.”
The move towards zero-party data is especially important as Apple Inc. and Google set up roadblocks towards ad tracking.
Apple now asks users for permission before apps can track their activity across websites and its Safari web browser also blocks third-party trackers automatically.
Facebook Inc.'s parent company Meta projected earlier this month it would lose $10 billion in annual sales due to the changes.
The deal gives Minneapolis-based Drip over 150 employees serving over 10,000 brands worldwide.
Drip was acquired by LeadPages in 2016. But when LeadPages was sold to Redbrick, a Canadian software firm based out of Victoria, B.C, Drip remained part of Avenue 81 Inc., Leadpages' former parent company.
