Greycroft's Tagman sold to Ensighten

Ellie Pullen
20 March 2014

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VC-backed US business Ensighten has acquired Tagman, a London-based tag management company backed by Greycroft Partners and iNovia Capital.

The acquisition was designed to expand and strengthen Ensighten's global footprint.

Cupertino, California-based Ensighten is backed by Insight Venture Partners, Volition Capital, LeadEdge Capital and Floodgate. At the end of January, the company secured a $40m series-B funding round led by Insight.

Previous funding
Tagman first received funding in February 2010, securing $1.3m in seed capital from the Cambridge Angels and London Business School Enterprise 100.

Greycroft and iNovia entered the company's shareholding in January 2011. The two firms supplied $2.25m to the company in its series-A round, with Greycroft leading the round. This was followed in October of the same year by a further capital injection of $5m by Greycroft and iNovia. The funding was used to establish Tagman's US office.

Tagman's series-C round took place last August, with Silicon Valley Bank joining Greycroft and iNovia to provide the company with a further $5m in funding.

Company
Founded in 2007, Tagman is headquartered in London with an additional office in New York. The company is a provider of tag management system (TMS), marketing data and marketing attribution services for the e-commerce and digital marketing sectors.

The company's services are designed to improve website performance and control marketing tags. Tagman's technology allows marketeers to analyse a customer's path to purchase and the impact of advertising.

Tagman has a customer base totalling 400. Clients include Spotify, John Lewis, Virgin Atlantic and Vodafone.

People
Jon Baron is the CEO of Tagman, while Josh Manion is the founder and CEO of Ensighten. Tagman global chief revenue officer Wolfgang Allisat is to become international senior vice president at Ensighten. Ian Sigalow, a co-founder and partner at Greycroft, managed the firm's investment in Tagman, while iNovia partner Geoff Judge did the same for iNovia.