IgnitionOne Ignites Its Hub With DMP Acquisition

Archived Published: 20 March 2014 ID: G00263347

Analyst(s): |

  Free preview of Gartner research


The acquisition of Knotice, a marketing data management platform, creates a new option for digital marketers looking to combine first- and third-party data to fuel cross-channel programs.

News Analysis


On 19 March, 2014, IgnitionOne, which provides marketing technology to manage and optimize paid advertising campaigns and websites, acquired Knotice and its data management platform.


IgnitionOne, a marketing technology provider that got its start in paid search and website optimization, signaled its ambition to become a digital marketing hub with its acquisition of Knotice, a data management platform (DMP) targeted primarily to small and midsized businesses (SMBs).

In the wake of Oracle’s recently-announced plan to acquire DMP BlueKai and Neustar’s acquisition of Aggregate Knowledge, this move further reduces the ranks of stand-alone DMPs. It also raises questions about how large vendors such as salesforce.com and IBM, which lack their own DMPs but are building hubs, will respond to the marketplace shifts.

Once integrated with Knotice technology, IgnitionOne will offer digital marketers access to:

  • A new cross-channel platform with significant scale, serving as a potential alternative to large “marketing clouds” being assembled by Adobe, IBM, salesforce.com, Oracle, HP Autonomy and others.

  • Cross-channel media execution via a network of pre-built integrations.

  • Analytics, including portfolio optimization, predictive and attribution modeling, and data visualization.

  • 300 million user profiles with user scoring. (In contrast, rival BlueKai claims approximately 700 million user profiles.)

  • Knotice’s CRM / email marketing system.

Previously known as a user-friendly software as a service (SaaS) solution, Knotice is expected to be scaled to adapt to IgnitionOne’s global, enterprise customer base, which often require both software and service support.


Digital marketers considering a competitive “marketing hub”:

  • Look to the combined companies to offer a viable self-service or a supported alternative platform for customer data profiles, targeting and executing marketing programs.

  • Realize the combined companies do not offer all the components included in other “marketing clouds,” such as Web content management and website analytics

Customers of IgnitionOne using a competitive DMP:

  • Explore the potential of using Knotice’s platform, particularly if:

    • Your marketing efforts lean on the integration of first-party (CRM, registration) with third-party (anonymous) data, for example, for retargeting or custom messaging.

    • You would benefit from having an email service provider built directly into your DMP to execute email campaigns.

    • You require a simpler user interface in a self-service platform.

Customers of IgnitionOne considering a DMP:

  • Include the combined platform on your shortlist, as you evaluate benefits of an enhanced data consolidation and targeting for marketing programs.

Customers of Knotice:

  • Explore the potential for using the IgnitionOne platform for managing paid advertising programs across multiple channels.

  • Assess IgnitionOne’s capabilities if your programs include real-time display advertising campaigns, and dynamic creative personalization, particularly for e-commerce.

Ad tech companies and investors:

  • Look for more scrutiny of the remaining DMPs, including [x+1], nPario and Krux, and further reshuffling as a growing roster of players stakes their claim to a “digital marketing hub.”

  • Realize that the differentiator will increasingly be integration, execution, and support.

Gartner Recommended Reading

© 2014 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

Why Gartner

Gartner delivers the technology-related insight you need to make the right decisions, every day.

Find out more

Call +1 855-515-4486 or contact us

to become a Gartner client.