Dotdigital Buys Personalization Platform Fresh Relevance

In London, customer experience and data specialist Dotdigital has acquired personalization platform Fresh Relevance, for an undisclosed sum.

Fresh Relevance helps online retailers deliver personalized customer experiences across their web sites, apps, e-mails, paid social media and ads, without having to rely on IT support. In December, the company added a tool called Contextual Auto Optimize to its platform, allowing online businesses to automatically serve the most relevant experience to each customer, based on different contexts relating to when they are viewing.

As part of the deal, Fresh Relevance co-founder and CEO Mike Austin (pictured) takes on the title of SVP Personalization at Dotdigital. Austin comments: 'Over the last ten years, Fresh Relevance and Dotdigital have built a very successful partnership, integrating our technologies to provide incredible value to our mutual customers. I couldn't be more thrilled to be joining forces with Dotdigital, an organization whose values align so closely with ours'.

Web sites: www.dotdigital.com and www.freshrelevance.com .