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BrightTag Signals a Change

Posted on 6.10.2014

Popular tag management platform BrightTag has undergone a rebranding, as the company has changed its name to Signal to represent its focus on helping marketers strengthen the signals between brands and customers.

Along with the rebranding, the company has unveiled an Open Data Platform called Fuse, which enables marketers to simultaneously collect, connect and act on customer engagement data across channels and in real-time. The platform helps to give brands a unified view of each customer and enables brands to maximize their marketing effectiveness.

"Signal works with leading brands around the world that tell us they've typically invested in about 17 different marketing technologies to the tune of tens of millions of dollars," said Mike Sands, Signal's president and CEO. "These technologies are critical solutions for email, CRM, media, mobile, search marketing and more. But the process of integrating them is so daunting for marketers that few technologies actually are able to talk with one another."

Since many consumers use multiple devices from multiple locations to connect with brands throughout the day, it can be difficult for brands to keep track of these interactions – especially across marketing solutions. This is why Signal’s vendor-neutral Open Data Platform aims to cut through the noise.

"Signal solves the problem by cutting through the noise," said Marc Kiven, Signal's founder and chief revenue officer. "We harness and sync up consumer signals, and make marketers' technologies talk to each other, all in real time. We give brands the visibility and agility to interact with their customers in any place and at any speed in a meaningful way."

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