Ensighten announced today it will acquire TagMan, its biggest rival in the tag management field.

The privately held company, which recently closed a $40 million series B fundraising, said the acquisition of its London-based rival means it will be serving companies that have a combined $1.9 trillion in sales.

It didn't, however, disclose its own revenue, TagMan's sales, or the value of the acquisition. 

A Shifting Field

"Anytime the top two players in a market unite, the playing field dramatically shifts," Ensighten CEO and founder Josh Manion said in a statement that boasted Ensighten would "take on the Adobe Marketing Cloud."

Adobe, which will hold its annual summit later this month, has famously built its comprehensive marketing suite through a series of costly acquisitions, including Neolane, Omniture, Day Software, Demdex, Auditude and Efficient Frontier. Among other announcements at the summit, it is expected to unveil the plans for integrating Neolane's Campaign software,  for which it paid $600 million.

Wolfgang Allisat, chief revenue officer at Tagman, will become senior vice president for International at Ensighten. He said TagMan "significantly expanded" the power of marketers in the age of big data. "By merging with Ensighten, we will continue executing with robust, innovative technology that further redefines the marketing cloud...," he said.

Big Customers

TagMan's customers include more than 400 leading brands, including Virgin America, John Lewis, Marriott and DirecTV.

Learning Opportunities

Ensighten is based in Cupertino, Calif. Its investors include Insight Venture Partners, Volition Capital, LeadEdge Capital and FloodGate.

Competitor Reacts

Tracy Hansen, CMO at Tealium, a competitor of Ensighten, noted that the tag management industry is "growing and evolving at a furious pace" as digital marketing grows increasingly more influential.

"We’ve seen a flurry of acquisitions and an influx of funding over the last two years. Tealium's plan is to remain laser-focused on innovation and helping our clients reach new levels of success,” Hansen said.

Tealium announced this week that it is now managing advanced digital analytics deployments on more than 5,000 enterprise web and mobile sites worldwide. Customers include Adobe SiteCatalyst, IBM Coremetrics and Webtrends, among others.